How brands are thinking differently to find growth
Steve HemsleyBrands chasing growth in the context of 2020 need to be prepared to take ‘calculated risks’ and experiment with new formats, without losing sight of the long-term plan.
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KFC, The Body Shop and Royal Mail launch festive ads: The Marketing Week Christmas blog 2020
Marketing Week ReportersWelcome to the Marketing Week Christmas blog! A chance for the team to cram all the latest festive advertising news into one place.
The rise of buy now, pay later and sorting out the ‘messy middle’: Your Marketing Week
Sarah VizardRussell is away so it’s my turn once again to offer a view on the week’s biggest stories. From the rise of ‘buy now, pay later’ brands to NatWest trying to sort out its “messy middle”, it’s been a busy week. Here’s my take.
Coca-Cola, tech giants, Christmas ad spend: 5 things that mattered this week and why
Marketing Week ReportersFrom Coca-Cola’s move into hard seltzer to NatWest’s ‘messy middle’ problem here’s everything you need to know this week.
How Tesco used social media to drive emotional resonance
Matthew ValentineTesco achieved consumer engagement and sales uplift by putting an emotional spin on a price-driven campaign
NatWest’s new CMO on purpose, leadership and making banking more human
Sarah VizardIn her first interview since taking on the top marketing job two months ago, Margaret Jobling says she is focused on bringing the company’s purpose to life while finding ways to improve the customer experience and marketing effectiveness.
Put social impact in your annual plan
Tanya JosephAs businesses plan for next year, they should think about how they can make the world a better place as well as make money.
Why data integration is the key to unlocking business value
Nick Burns LaycockIt’s vital for the modern marketer to examine the impact of storing, enriching and distributing data when and where required, in order to drive business value.
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Redundancy Chronicles: Think before you act
Secret MarketerAs the furlough scheme comes to an end, the realities of the impact of Covid-19 on the economy and jobs is becoming ever clearer. In our new series, our secret marketer takes us behind the scenes to offer some catharsis and lessons on what to do if you find yourself made redundant.
Christmas ad spend to fall by 10% as brands rein in spending
Molly FlemingWhile the UK ad market is not expected to decline by as much as previously feared in 2020, it now won’t offset this year’s losses until 2022.
Agencies must offer agility and partnership to succeed in 2021
Andria VidlerWith the pandemic still around and the economic outlook gloomy, agencies need to help brands find creative solutions to the problems they face.
‘Evolve or die’: Meet the brands winning the race for cultural relevance
Charlotte RogersAn ability to drive positive change, disrupt the norm and form authentic partnerships is helping brands from Adidas to TikTok to Gymshark achieve cultural relevance in the world of sport.
Starling Bank on building a sustainable brand amid the fintech hype
Sarah VizardFintech startups have generated a lot of buzz in recent years, but Starling Bank wants to differentiate itself by taking a longer-term approach to growth and brand building.
Marketoonist on changing customer needs
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The first step to being an expert is choosing to be
Colin LewisWe can all become excellent in aspects of our career if we make the active decision to pursue greatness.