How CALM is using ‘targeted’ messaging to raise awareness on youth suicide
Amrit VirdiMental health charity CALM is targeting ‘trusted adults’ to tackle the rising problem of youth suicide as it looks to ‘resonate’ with different audiences.
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‘Added complexity’: B2B marketers on drawing a ‘straight line’ between investment and outcome
Megan TatumFaced with challenges from the length of the sales cycle to the business buyer mindset, B2B marketers need to tell “compelling stories” in order to secure investment.
B2B skills gaps and John Lewis’s U-turn: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From new research revealing the key skills B2B marketers feel they are lacking to John Lewis reviving its ‘Never Knowingly Undersold’ price promise, it’s been a busy week. Here is my take.
Brand has ‘never been more important in B2B marketing’, research reveals
Hannah RashbassDentsu research into B2B buyers finds that brand building is becoming increasingly crucial to win contracts in the B2B world.
It’s time for marketers to speak the language of finance, not the other way round
Martin DebooMarketing and finance are often portrayed as adversaries, but having worked in both agencies and as an investment analyst, Martin Deboo argues marketers are misguided in how they attempt to build understanding with finance.
UK watchdog accuses Google of abusing dominance in sector to gain unfair advantage
Grace GollaschAn investigation by the CMA has provisionally found that Google’s market dominance and “self-preference” could harm thousands of UK publishers and advertisers.
‘Sunset in a glass’: Aperol on the consistency needed to build its ‘giant’
Niamh CarrollAperol has quintupled in growth over the past decade, but the brand is not looking to innovate into new flavours or cocktails, instead choosing to go all-in on delivering its “perfect serve” to consumers.
John Lewis marketing boss: Value perceptions are a ‘detractor’ for the brand
Niamh CarrollJohn Lewis has made its biggest-ever investment in marketing as it seeks to redress value perceptions about the brand, and relaunches its ‘Never Knowingly Undersold’ promise.
‘A moment of revelry’: Why brands are joining forces to ‘move the needle’
Hannah RashbassThere has been a spate of collaborations in recent months as brands look to raise awareness and grow affinity by reaching consumers in unexpected places.
John Lewis revives ‘Never Knowingly Undersold’ price promise in ‘reimagined’ format
Grace GollaschAfter retiring the price matching promise two years ago, John Lewis is bringing it back in a new format, now making it available in-store and online to reflect “how customers shop today”.
The Week in Tech: State Farm on its gaming push and Volvo’s electric climbdown
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Almost half of B2B marketers find securing investment difficult
Charlotte RogersBusinesses seeing the value in marketing beyond driving leads is the biggest change that would make securing investment easier, Marketing Week data reveals.
‘Go a layer deeper’: LinkedIn on why ‘brand really matters’ in B2B
Charlotte RogersFrom the “interesting intersection” with B2C to the need to “run towards” opportunities, B2B marketing is both creative and commercial, says marketing VP Minjae Ormes.
Shortlist revealed for 2024 Talent Trailblazer Award
Marketing Week ReportersFive organisations have been shortlisted for this year’s Talent Trailblazer Award. The award, which is a partnership between Marketing Week and the Advertising Association, recognises efforts to broaden access to the industry.
Only 4% of marketers believe X provides brand safety
Grace GollaschNet 26% of marketers plan to cut ad spend on X in 2025, according to new Kantar data, which also finds consumer ad receptivity is on the up.