The 10 brands Ritson thinks are ‘smashing it’
Marketing Week ReportersIt’s sometimes easy to focus on the negatives, but there are many brands that should be heralded for their marketing prowess. Mark Ritson has selected 10.
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Customer focus and place: 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 the nation’s favourite ad of 2022 to the importance of ‘place’ in a marketer’s remit, it’s been a busy week. Here is my take.
Robinsons unveils first major rebrand in a decade to kick off fresh marketing push
Michaela JeffersonA “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
How Riot Games topped the Netflix charts by bringing fantasy into reality
Marketing Week ReportersThe video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
What marketers are doing to ensure ‘place’ is part of their remit
Matthew ValentineAs new channels emerge the opportunities for brands multiplies, but with control over place diminishing, what can marketers do to reclaim influence over this often forgotten P?
Sales promotions pioneer Alan Toop has died aged 88
Marketing Week ReportersThe former Marketing Week contributor started his career as an FMCG marketer, before making his mark on the industry as co-founder of one of the “foremost” specialist consultancies for sales promotions.
AB InBev credits marketing with driving ‘highest-ever’ volume sales
Niamh CarrollCEO Michel Doukeris said the alcoholic drinks giant had stepped up the effectiveness of its creativity through its digital transformation and its in-house creative agency DraftLine.
ITV warns of declining ad revenue in 2023 despite rapid digital growth
Michaela JeffersonITV’s 2022 results show advertisers continuing to shift spend from linear to digital TV advertising, as they approach the first half of 2023 with “caution”.
Why marketers must understand design better
Marketing Week PartnerAppreciation of the design process should permeate an entire organisation, not just its in-house creative team.
KFC’s Meg Farren: Marketing is a ‘brilliant training ground’ to lead a business
Niamh CarrollKFC’s UK general manager Meghan Farren says she is thankful to have “fresh eyes” on the business, having left her CMO position in 2021 to join Asda as chief customer officer, only to return a year later in her current role.
Reckitt plans ‘significant’ rise in brand investment following return to profit
Michaela JeffersonIn 2022, Reckitt’s brand investment increased by 5.7% while like-for-like revenue grew 7.6%. As a percentage of revenue, spend decreased from 12.6% to 11.8%.
Former Gousto CMO joins Comparethemarket as first chief revenue officer
Molly InnesThe online comparison site is splitting its marketing function in two, with Tom Wallis to take on leadership of both customer and performance marketing. CMO Mark Vile remains in place to lead on brand.
How ABM gave Verizon a strategy for its new ‘growth engine’
Marketing Week PartnerWith a new challenge to grow a specialist business area, the communications giant turned to account-based marketing to power growth through global system integrators.
Specsavers’ former marketing director on making a career switch to get ‘beyond’ marcomms
Michaela JeffersonThe 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.
How data privacy gives digital marketing a new purpose
Marketing Week PartnerBrands 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.