Unilever, Mars, Arcadia: 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.
Co-op’s marketing boss on why membership is more powerful than loyalty
Charlotte RogersPassionate about the rise of “cooperative competition”, Co-op’s marketing boss Matt Atkinson believes the brand has a blueprint for success in 2021 built on collaboration and strong values, backed by a movement of 4 million members.
Redundancy Chronicles: Know thyself
Secret MarketerAs the furlough scheme comes to an end, the realities of the impact of Covid-19 on the economy and jobs is becoming ever clearer. In our new series, our secret marketer takes us behind the scenes to offer some catharsis and lessons on what to do if you find yourself made redundant.
Making agile work: Why GSK values skills over seniority
Charlotte RogersFrom building teams you can feed with two pizzas, to committing to regular retrospectives, agile working is helping GSK rethink how it does business in the era of Covid-19.
Coke’s marketing boss on Christmas, brand culls and what makes a good marketer
Molly FlemingIn an exclusive interview, Coca-Cola UK marketing boss talks about the challenges of 2020 and why the soft drink maker has had to be “braver” than ever before.
‘Humanise the data’: Why market research is having a digital reboot
Matt BarkerCovid-19 has accelerated the shift to digital in the market research sector, but balance is needed to ensure brands retain the human touch.
Market research spend slumps as shift to digital and Covid hit
Matt BarkerWith the coronavirus crisis causing marketers to pull back even further on market research expenditure, how can the sector rebound and stay relevant?
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.
Iceland on the ‘almost impossible’ task of creating a Christmas ad this year
Charlotte RogersIceland believes the “incredibly agile” nature of its marketing team has helped it weather the Covid challenge this year and helped it attract new customers.
M&S, Disney, Facebook: 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.
‘Faster, slicker, smarter’: Meet the marketers rethinking agility
Charlotte RogersAgile working offers marketers the freedom to get things done at speed, but starting small and learning to pace yourself is key.
‘Humaning’ and the promise of a vaccine: 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 Mondelēz’s reinvention of marketing to what a potential vaccine could mean for struggling brands, it’s been a busy week. Here’s my take.
Consumers ‘on edge’ as confidence dips to spring lockdown levels
Charlotte RogersPersistent fears over personal finances amid tightening Covid-19 restrictions have put consumers on edge ahead of the crucial Christmas shopping season.
Could a Covid vaccine provide a painful remedy for struggling brands?
Matthew ValentineA Covid vaccine could save jobs and kickstart the rescue of the hotel and hospitality sectors. But it will be a long road to recovery and it may involve a painful reckoning for some.
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‘Humaning’ and the greatest marketing bullshit of all time
Mark RitsonMondelēz’s promise to “stop marketing and start humaning” is a new entry into the all-time marketing bullshit top 10, an exclusive list only the most delusional, out-of-touch and supremely earnest can hope to make.
An accelerator and a stress test: How Covid has shaken-up L’Oréal’s digital plans
Molly FlemingL’Oréal’s ecommerce business has almost doubled during the pandemic as shoppers seek beauty products online.