Marketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics.
Consumers are avoiding situations where they would typically buy something – like a warm drink on a cold day – so brands need to give them good reasons to spend in these moments.
We arm you with all the numbers you need to tackle the week ahead.
Jumping on news of a potential festive food shortage, Heinz gave its Big Soup brand a much-needed boost through its most cost-effective earned campaign of 2021.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
By examining the tension between intense early adopters and mass market resistance, marketers can identify which disruptive behaviours will go mainstream.
Marks & Spencer hired brand and marketing manager Sophie Jacobs to act as a “custodian” of its brand characters earlier this year, as it aims to make them bigger “than ever”.
TV audiences are fragmenting as the number of streaming channels grows. Meanwhile, the recession makes it more important than ever for brands to understand viewing habits to maximise the effectiveness of their spend.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Moonpig’s focus on payback to the growth of Ella’s Kitchen, it’s been a busy week. Here is my take.
Advertising groups still believe the proposed ban on pre-watershed junk food ads will do nothing to tackle the root cause.
Taking on challenges and making strategic moves has helped Paws Group CMO Richard Clark forge a career from Boohoo and Feel Unique to Nationwide and IBM.
Can ChatGPT use its AI-driven natural language processing to revolutionise marketing automation?
New research shows good content management is central to team productivity and performance, and digital asset management systems are key to this.
From the over focus on performance and the purpose backlash to brands’ inserting themselves into situations they don’t belong, 2022 has not been a good year for everyone in the marketing world.
The online estate agent brought back its ‘Commisery’ campaign in October after putting its poor financial results down to ineffective marketing.