Plan for the distraction: Research reveals the impact of audio on ad cut-through
Chris SutcliffeResearch from Thinkbox and academics demonstrates the interplay between audio and video for recollection, effectiveness and distraction.
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Next’s CEO on why it uses a ‘hurdle rate’ for setting marketing budgets
Molly InnesIf the retailer doesn’t make £1.50 profit on each pound spent on marketing, it’s marketing budget will be reduced, said the business’s CEO.
Tesco promotes Emma Botton to customer director amid restructure
Lucy TesserasThe reshuffle follows the announcement that chief customer officer Alessandra Bellini will be leaving Tesco at the end of September.
Pernod Ricard looks to effectiveness drive to outperform bigger spending rivals
Chris SutcliffeThe drinks company is looking to get even smarter with the investment choices it makes with increasing use of analytics tools that will allow it to improve performance across its portfolio, and not just on the flagship Jameson and Absolut brands.
Tesco’s top marketer Alessandra Bellini to leave
Josh StephensonAlessandra Bellini, Marketing Week’s Marketer of the Year in 2020, will leave the role at the end of September, prompting a restructure that will see the chief customer officer role scrapped and a new dual unit created.
General Mills ramps up ad spend amid private label ‘headwinds’
Molly InnesOld El Paso and Häagen-Dazs owner commits to double-digit media spend increase and has vowed to return to “smart, hard hitting advertising” for its pets division and a price and product review.
Hiscox on how it hopes its ‘significant investment’ in brand will drive the business forward
Josh StephensonHiscox’s marketing lead hopes its investment in brand will help it stand out in a crowded category – and form the foundation of the business for years to come.
Only one in five CMO-CFO relationships are truly collaborative
Chris SutcliffeResearch from the CMO Council finds that despite the importance of intra-department collaboration, true collaboration is extremely rare.
Ocado credits discounting and customer acquisition strategy for return to revenue growth
Chris SutcliffeThe online grocery company cites a 6.6% rise in active customers and discounted pricing for strong Q3 results.
Absolut and Durex among brands shortlisted for Channel 4’s diversity award
Chris SutcliffeThe broadcaster has shortlisted six brands to win the £1m Diversity in Advertising Award for 2023.
Marketoonist on productivity
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Xero: ‘Consistency’ is key for B2B firms investing in brand building
Josh StephensonThe B2B brand was an unlikely sponsor of the Women’s World Cup but sees sport as another opportunity to invest in brand marketing and build connections with its customers.
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Dynamic pricing is a marketing masterstroke – if you can sell it
Mark RitsonChanging prices in real time to reflect costs and demand is the ideal way to maximise profitability, but only if your customers don’t see it as a raw deal.
Inflation, imposter syndrome, brand infidelity: 5 interesting stats to start your week
Chris SutcliffeGet up to speed on the most vital stats of the week with our handy roundup.
How travel brands can inspire wanderlust on TikTok
Marketing Week PartnerTikTok’s thriving #TravelTok community are hungry for travel brands to inspire and advise them for their next adventure.