Channel 4, The Body Shop, Team GB: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
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How data can help marketers keep track of the ‘digital shelf’
Nikki GillilandDigital shelf analytics monitors performance data, helping retailers keep track of competitors and optimise digital touchpoints. From understanding why it’s important to the type of data provided, here’s everything you need to know.
Why becoming ‘master storytellers’ helped one B2B brand stay open for business
Matt BarkerDescribing commercial cargo as the “unsung hero” of aviation, marketing boss at freight brand IAG Cargo, Matthew Gardiner, explains why Covid-19 acted as a “call to arms” for his team.
Longevity and ageism: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the value of long tenures to the issue of age representation, it’s been a busy week. Here is my take.
Marketers signal ‘strongest hiring intentions’ since 2016
Manny PhamMarketers are confident about employment prospects as the UK’s vaccination programme paves the way for the economy to open up again, following a year of budget cuts and redundancies.
M&S, social media, Channel 4: 5 things that mattered this week and why
Marketing Week ReportersFrom M&S exploring new opportunities with ad-funded TV to brands coming together to collectively demand social platforms do more to stamp out racism, catch up on this week’s biggest marketing news.
Helen Edwards on the importance of looking beyond the numbers
Matt BarkerSometimes simplicity can be a double-edged sword, particularly when it comes to analysing data and metrics.
Inside B2B: How B2B brands can succeed in ecommerce
Marketing Week ReportersLeading B2B marketers explain how they have established ecommerce models that deliver the right experience for the customer while maintaining the trust of sales colleagues.
Ehrenberg-Bass: 95% of B2B buyers are not in the market for your products
Matthew ValentineNew research shows B2B marketers are missing opportunities by focusing on sales that will never happen, instead of targeting long-term goals.
Channel 4 challenges brands to tackle ageism with £1m advertising diversity award
Manny PhamThis year the broadcaster’s is focused on age representation after new research finds less than a third of ads feature someone aged over 50 and when they do portrayals are often inauthentic.
Channel 4 aims to ‘deliberately provoke’ with Tokyo 2020 ‘Super. Human’ campaign
Charlotte RogersChannel 4 focuses on the determination required to become a champion in the latest iteration of its Paralympics activity, as CMO Zaid Al-Qassab warns there are “still a load of outdated views out there”.
How sport is pivoting to a direct-to-fan offering
Michael BarnettAs the dust settles on the abandoned European Super League revolt, Tom Dougherty, MD at Unrvld, a new digital agency launching today, predicts this won’t be the last time we see major sports brands attempt to go OTT.
How trust and inspiration brought brands closer to customers under lockdown
Marketing Week ReportersTUI’s marketing boss and Debenhams’ former CMO discuss the lessons learnt during Covid and look forward to a more dynamic future.
Follow The National Lottery’s example: Don’t rebrand, revitalise
Mark RitsonWhen brands struggle, marketers’ first thought is a rebrand or repositioning, but by going back to its roots you can boost sales and retain brand equity cost-effectively.
Brands on ‘short road to recovery’ as budgets increase for first time since Covid
Manny PhamThe latest IPA Bellwether data shows marketing budgets increasing for the first time since the onset of Covid-19, as brands are encouraged to “ramp up” ad spend to take advantage of pent-up consumer demand.