Brands’ biggest AI opportunity is in making customers believe the bullshit
Mark RitsonArtificial intelligence is mostly a distraction from marketing fundamentals – unless you convince your market AI makes your brand better than the competition.
How one housebuilder ‘teleported’ customers by revamping its digital experience
Marketing Week ReportersCastle Green Homes’ digital transformation project invited customers to step inside their new home via a bespoke online portal, designed to take the stress out of buying a new house.
Hotel Chocolat dials back ‘digital-led’ strategy to focus on store growth
Niamh CarrollThe retailer’s revenues decreased over the first half of its financial year, dropping to £129.79m compared to £142.9m the year prior. Profit dropped from £16.2m to £6.3m.
Marketoonist on the AI pivot
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Pernod Ricard to step up advertising spend after ‘significantly’ boosting ROI
Niamh CarrollWhisky brand Jameson has increased the ROI on its media spend by 40% in the US, thanks to Pernod Ricard’s digital transformation efforts, the business claims.
Greggs praises ‘strategic progress’ amid ‘challenging’ conditions
Molly InnesWith sales up 23% in 2022 to £1.5bn, Greggs is confident its value for money proposition remains ‘highly relevant’ to consumers.
Transforming channel marketing: B2B’s new growth imperative
James TaylorThe way B2B brands work with partners such as resellers is fundamentally changing, and driving consistent growth requires something more radical than a business-as-usual approach.
KFC UK sales fall as inflation crisis bites
Niamh CarrollPizza Hut and KFC owner Yum! Brands says it is feeling the impact of inflation more in the UK than in other European markets, with both brands seeing a decline in sales.
McDonald’s CEO: Marketing is ‘starting to show up’ as a driver of growth
Niamh CarrollTapping into the brand’s place in culture and continuing to extend its digital footprint are key focus areas for McDonald’s, as its UK loyalty scheme hits over 3 million active members within its first three months.
‘Patience, trust, accountability’: How digital bank Chase reached 1 million customers within a year
Michaela JeffersonCMO Deborah Keay explains how Chase has managed to take a well-known US retail banking brand and turn it into a digital-only success story in the UK.
‘We can’t pull back’: Johnnie Walker to invest ‘aggressively’ after record year
Niamh CarrollThe whisky brand’s aims for the next year are to drive cultural relevancy, enhance its physical experiences, and “transform” digitally, according to its global marketing director.
Yum! Brands CEO banks on brand buzz and value to ‘win’ during inflation
Niamh CarrollTaco Bell saw strong international system sales growth of 31% during the second quarter. On the other hand, KFC sales faltered in the UK, declining 8%.
Domino’s shifts marketing focus to price as it ramps up investment
Lucy TesserasDomino’s will increase marketing investment by around 45% over the second half of the year as it looks to “sharpen” its message and talk up value.
ITV banks on ‘highly differentiated proposition’ to draw viewers to ITVX
Michaela JeffersonThe broadcaster claims the new streaming platform will enable it to double its streaming viewing, monthly active users and subscribers, while delivering “valuable” addressable advertising inventory at scale.
Pernod Ricard’s top UK marketer on increasing marketing’s ‘share of voice’
Niamh CarrollUK marketing director Leanne Banks says shifting focus from commercial goals to creativity is helping Pernod Ricard take on its bigger rivals.