How Aldi reached millions to achieve social media fame
Marketing Week ReportersFrom a spat with M&S over its Cuthbert cake to launching clothing on TikTok, Aldi notched up almost 2 billion impressions during its three-year social push.
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Customer satisfaction, promotions, hybrid working: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Growing marketing influence and John Lewis’s Christmas ad: 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 how one marketing team grew its influence in an unlikely category to John Lewis releasing its Christmas campaigns, it’s been a busy week. Here is my take.
Effectiveness ignorance has left American marketing lagging behind the rest of the world
Mark RitsonAmerica’s marketing influence is diminishing because of a failure to apply the concepts of effectiveness that have served marketers in other countries so well. All is not lost though, it’s time for the country’s marketers to come back and lead as they once did.
Inside Asos’s plan to ‘rebuild’ its brand affinity and marketing team
Molly InnesAsos’s top marketer on how he got the Asos board to buy-in to a £30m brand investment, how he is rebuilding the business’s marketing team and why marketing is well placed to get Asos back on track.
John Lewis Christmas ad achieves highest effectiveness score since 2020
Niamh CarrollThis year’s Christmas ad featuring Snapper the Venus flytrap has achieved John Lewis’s highest effectiveness score since 2020, according to System1; however, the ad has failed to land in the top 10.
How embracing marketing bolstered the fortunes of a heritage law firm
Josh StephensonAddleshaw Goddard didn’t see the value in marketing for nearly 250 years – that was until a new team convinced senior leadership on the power of brand building and creativity to secure results.
McDonald’s releases Christmas instalment of ‘Raise Your Arches’ platform
Niamh CarrollMcDonald’s has released the third instalment in its ‘Raise Your Arches’ ad series for the festive season. The first iteration of the platform saw it achieve an ‘exceptional’ branding score, according to System1.
How ITV drove a 129% streaming subscription uplift
Marketing Week ReportersWhile the wider sector faltered following a post-Covid viewership crunch, ITV dug deep to invest £165m in the launch of streaming service ITVX.
Domino’s prepares for launch of loyalty scheme in the UK
Niamh CarrollDomino’s will roll out a loyalty scheme in the UK next year but CEO Andrew Rennie was keen to stress that it is not a silver bullet solution to driving purchase frequency for the brand.
If the automotive industry wants to grow it needs to target women
Helen JamesOver half of female motorists don’t feel seen by motoring marketing comms. If the industry wants to grow in the face of a clampdown on petrol vehicles perhaps it’s finally time for women to be targeted.
How the Bee Gees and five hedgehogs made UK roads the safest in Europe
Josh StephensonA departure from the doom-and-gloom public safety adverts of the time, the COI’s road safety hedgehogs were a friendlier alternative that boosted awareness of the green cross code among children by 87% and helped improve road safety across the UK.
Brands to spend record £9.5bn on Christmas advertising
Molly InnesMedia inflation set to lift ad spend by 4.8% this Christmas, according to Advertising Association and Warc data.
John Lewis launches 2023 Christmas activity to drive ‘consideration to conversion’
Chris SutcliffeThe high street retailer’s 2023 Christmas campaign is the first created by Saatchi and Saatchi.
‘Positively dissatisfied’: M&S CEO eyes personalisation improvements to further bolster performance
Chris SutcliffeMarks & Spencer’s ongoing investment in style and Sparks has led to growth in sales and profit but chief executive Stuart Machin argues the journey is not over.