Brand investment, consumer spending, Chinese brands: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
KitKat, River Island, NatWest: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
‘Betting on ideas’: Why Uber prioritises relevance over perfection
Charlotte RogersUber marketing boss Meg Donovan believes that making big, bold bets requires close collaboration between marketing and product, and a willingness to sacrifice perfection in pursuit of relevance.
Boots, YouTube, McDonald’s: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
How brands are keeping their strategies alive amid global uncertainty
Charlotte RogersStrategy might seem like a luxury in the midst of an economic struggle like Covid-19, but thinking long term while pivoting in the short term could be a marketer’s best chance of success.
Marketers band together for book to raise money for the NHS
Marketing Week ReportersMarketers from brands including Tesco, Greggs, Adidas and Marks & Spencer have contributed to a book that aims to raise £100,000 for NHS Charities Together amid the pandemic.
Mastercard CMO: Long-term and short-term are not mutually exclusive
Sarah VizardMastercard’s marketing team is taking both a long- and short-term view as it looks to mitigate the risk of the pandemic on its business.
My Covid-19 spring cleaning list
Mark RitsonThe coronavirus pandemic creates an opportunity for many brands to reassess their business strategies, and they should take it because it won’t come again.
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Everything will change forever after coronavirus…won’t it?
Mark RitsonPredictions of fundamental change after Covid-19 are driven by the biased perspectives of those making them – in reality, most things will go back to how they were.
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The best marketers will be upping, not cutting, their budgets
Mark RitsonIt may seem like a paradox, but recessionary periods actually provide fertile grounds for marketers to grow their brand’s market share if they’re prepared to think long-term.
Why Singaporean super app Grab is focused on ‘acts, not ads’
Charlotte RogersSpanning everything from ride hailing, to food delivery and payments, Singapore-based app Grab has pivoted at speed to respond to the challenges of Covid-19 across southeast Asia.
Tesco on how Covid-19 helped it to ‘really be at its best’
Molly FlemingMarketing Week’s Brand of the Year explains how listening to customers every day and doubling down on its strategy helped it weather the first coronavirus lockdown.
Marketoonist on humour in marketing: It can be an act of empathy
Charlotte RogersThe pessimism of the pandemic might be encouraging marketers to play it safe, but they could be underestimating the power of humour to connect with consumers even during a crisis.
Tesco’s new CEO: I’m not a marketer by profession but I’m a marketer at heart
Sarah VizardNew boss Ken Murphy, who joined the retailer just six days ago, says he sees the Tesco brand as “central” to its strategy going forward.
Innovate to survive: Why UK brands need to up their game
Matt BarkerThe 2020 BrandZ list of the UK’s most valuable brands came with a stark warning of impending doom, or at best irrelevance, for some of the country’s biggest names. But is such pessimism premature?
Scott Galloway: CMOs should become chief intelligence officers
Charlotte RogersProfessor, author and entrepreneur Scott Galloway is urging CMOs to transform themselves into chief intelligence officers, pivot their brands to subscription models and embrace algorithm commerce if they want to thrive.
‘We’re not a passive brand’: Rufus Radcliffe on putting ITV at the heart of British culture
Charlotte RogersFrom encouraging millions to open up about their mental health to taking a view on the future of modern Britain, CMO Rufus Radcliffe is positioning ITV as a creative force to be reckoned with.
Helen Edwards: Marketers are underestimating the signs of customer behaviour
Charlotte RogersThe Covid-19 pandemic has exposed the frailties of behavioural science and shown marketers are underestimating the significance of signs when it comes to understanding customer behaviour, Edwards argues.