The desire to broaden his skill set beyond communications and take ownership over customer experience and innovation in the long term has led former marketing boss Chris Carter out of the marketing department entirely.
Brands are now expected to deal with personal data on the individual’s terms, which means they need to adapt their digital marketing approach, but this also creates an opportunity to reappraise the role digital can play.
As a travel company, TUI “sells dreams” and so needs to look beyond channels where return on investment can be granularly measured, says UK and Ireland CMO Katie McAlister.
Samsung’s ‘Curious Cats’ ad is the only non-festive themed campaign to feature in 2022’s top 10, according to effectiveness firm System1.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The trade down to own label “shows little sign of stopping”, according to Kantar’s latest data, with Aldi and Lidl also continuing to steal market share.
Advertising professionals’ view of what makes a good ad is not only biased, it’s usually wrong, as their reaction to Tourism Australia’s last campaign shows.
Loyalty programmes have moved up the agenda for many businesses over the past year, with this ‘loyalty surge’ also fuelling a boom in a new type of advertising – retail media. So what’s next?
The Currency of Effectiveness will feature speakers such as Mark Ritson, NatWest CMO Margaret Jobling, Dr Grace Kite and SAS CMO Jennifer Chase on how to define, deliver and measure great effectiveness.
On a mission to re-engage fans of “no-nonsense” soup, Heinz’s limited-edition Christmas Big Soup sold out within three hours and had retailers clamouring to get the product back on shelves.
We arm you with all the numbers you need to tackle the week ahead.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Despite a brand health wobble in the UK over the last decade, Sprite remains one of the world’s most valuable soft drink brands. With fresh investment behind its zero sugar variety, analysts believe it is well-positioned to grow The Coca-Cola Company’s status in the flourishing no sugar market.
Customers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From marketers’ rising influence to P&G’s recession strategy, it’s been a busy week. Here is my take.