Corporate-NGO tie-ups become ‘more strategic’ in face of cost of living crisis
Molly InnesNew data suggests the vast majority of corporates and charities believe the cost of living crisis is featuring heavily in their partnerships.
Cancer Research UK refreshes its brand to better reflect the impact its work has
Niamh CarrollCancer Research UK’s top marketer Philip Almond says the charity is very strict about where it invests marketing spend to ensure it gets “value for money”.
How CALM used sport to spark a conversation about mental health
Marketing Week ReportersThe charity harnessed the power of sport to help make mental health tangible, driving a 74% increase in calls to its suicide prevention helpline in the process.
How RNIB smashed its fundraising targets by 117%
Marketing Week ReportersA braille newspaper cover takeover, tie-up with Amazon’s Alexa and ITV partnership helped the charity reach more children with its festive message, while also exceeding donor targets by 78%.
CALM on how financial constraints became its strength
Marketing Week ReportersOn a budget of just £120,000, suicide prevention charity CALM used footage of iconic sporting moments to challenge the stigma around mental health.
Marketing urged to ‘own’ its socio-economic pay gap problem
Charlotte RogersThis Class Pay Gap Day (14 November), the marketing profession is being urged to take action to address its persistent lack of socio-economic diversity.
One charity on why sharing marketing effectiveness is key to its mission
Charlotte RogersDemonstrating the tangible impact of marketing on driving donations and funding lifesaving treatment is central to Warren Fiveash’s role at the Teenage Cancer Trust.
What does the term ‘marketing transformation’ really mean to businesses?
Niamh CarrollMarketing transformation is a term used by all sorts of brands and business but lacks a common term. What classes as truly transformative work, however, is a fiercely debated topic.
McVitie’s: Investment in brand is crucial for remaining in ‘hearts and minds’ of consumers
Niamh CarrollMcVitie’s claims to be the “definitive” UK biscuit brand, but its marketing director James King says it can’t afford to not invest in its position, as it launches a new masterbrand campaign.
Budgeting and changing strategy: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
Nike pledges to ‘stay on the offensive’ as it increases focus on demand creation
Chris SutcliffeThe sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
How Dunelm’s top marketer shifted focus from product to customer
Josh StephensonSean McGinty tasked himself with putting the customer at the heart of Dunelm when he joined the business from Aldi earlier this year.
Justify budget requests with a solid set of projections
Grace KiteRunning the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.
Nearly half of podcast listeners choose to skip ads
Chris SutcliffeResearch from YouGov suggests more than two in five podcast listeners are avoiding advertising entirely, while just 14% say they find them unintrusive.
Sky Sports ramps up spend for its ‘biggest ever’ Women’s Super League campaign
Molly InnesSky Sports’ viewing figures for the WSL grew 45% last season, and it is keen to capitalise on this by making its biggest investment behind the league to date.