‘A safer bet’: Are brands ignoring talent from outside their sector?
Molly InnesRecruiters say brands are hiring outside their categories in 2023. But amid the economic uncertainty, the reality for marketers is far more complicated.
Uncategorized
To survive 2023, you must go against the lemmings
Secret MarketerSince the pandemic elevated the role of marketing in many organisations, marketers are facing perhaps the highest levels of scrutiny on spend, so as the new year gets into full swing, it’s the perfect opportunity to reflect on the importance of creative impact and brand building.
The purpose debate and competing with discounters: 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 Terry Smith launching a fresh attack on Unilever’s purpose efforts to Sainsbury’s staving off competition from the discounters, it’s been a busy week. Here is my take.
Major Disney investor warns of damage to brand value due to ‘unsustainable’ pricing
Michaela JeffersonThe founder of investment firm Trian Partners has said Disney is in “crisis”, calling for major changes at the media giant and a seat on its board.
Why NatWest’s B2B fintech spin-off is reinvesting in brand after ‘letting the ball drop’
Michaela JeffersonNew CMO Kate Thunnissen is on mission to reignite Mettle’s brand, after a cut to investment took its toll on awareness last year.
Targeting ‘nine-enders’: Why age is much more than a number
Richard ShottonResearch shows consumers make changes when landmark birthdays approach, but few brands target people based on these important ages.
M&S welcomes ‘highest ever’ market share for food over Christmas
Niamh CarrollCEO Stuart Machin also praised the “outstanding performance” delivered by the clothing and home team, which grew its market share to its highest since 2015.
Asos chases improved marketing ROI amid profitability ‘obsession’
Charlotte RogersWith UK sales down 8%, the ecommerce giant says it is “optimising marketing spend” and culling unprofitable brands in a bid to make £300m in savings.
Tesco customers trade down to own brands as Christmas sales jump
Michaela JeffersonSome customers also switched to discounters Aldi and Lidl over the festive period, but for Tesco this was more than offset by gains from other supermarkets.
3 questions I wish I’d asked as a junior marketer: Hargreaves Lansdown’s David James
Molly InnesA CMO and inventor, the pivotal moment for James came during a business course which made him question his career to date.
Brand lift metrics: The key to performance marketing in 2023
Sean AdamsWhen we talk about performance marketing, we’re talking about campaigns with a specific and measurable outcome – campaigns that focus on tangible results to indicate success, which typically include clicks, leads, conversions and sales. We believe that brand lift – a set of metrics including awareness, consideration, preference and action intent – is a key […]
Unilever praises purpose amid fresh criticism from major investor
Charlotte RogersHaving branded the company’s focus on purpose “ludicrous” in 2022, fund manager Terry Smith has again accused Unilever of “virtue signalling”.
Sainsbury’s staves off competition from discounters with ‘record’ Christmas sales
Niamh CarrollSainsbury’s focus on value has helped the supermarket fend off competition from the discount supermarkets over Christmas, as traditional grocers battle to maintain market share.
One beer brand on its ambition to be the ‘Guinness of alcohol free’
Molly InnesFresh from securing £10m in Series A funding, Lucky Saint is upping its investment in brand with the launch of its ‘biggest ever’ marketing push.
McDonald’s Christmas ad tops consumer awareness rankings
Niamh CarrollMeanwhile, in the competitive grocery and fashion retail categories, Marks & Spencer’s festive ads successfully grabbed the most consumer attention.