Mars on the value of adopting an ‘ROI++’ mindset
Marketing Week ReportersWhile demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
How brands are overcoming the ‘artificial division’ of brand and performance
Michaela JeffersonThe era of brand and performance as separate and distinct strategies is coming to an end, as marketers rethink everything from media strategy and creative synergy to team structure and semantics.
Is it time for a brand character renaissance?
Charlotte RogersBrand mascots have largely fallen out of favour in recent years, but marketers should not underestimate their unifying ability to deliver the humour and emotion consumers love.
Direct Line’s Mark Evans: Being customer orientated is a constant work in progress
Lucy TesserasDespite proving the correlation between customer and commercial, Direct Line Group’s Mark Evans says customer orientation is “not natural to everybody” so the business has to constantly “fight that tide”.
Meet the marketers building teams fit for volatile times
Matt BarkerWith almost half of marketers having experienced new team structures over the past year, how are brands reorientating themselves internally to fit the demands of the new working world?
How has the pandemic changed brands’ view of ROI?
Charlotte RogersWhile some brands have been forced to ramp up their focus on short-term ROI, others have held their nerve and sustained their commitment to brand building with a view to the world post-pandemic.
Henkel’s marketing boss: ROI is one of the sexiest tools open to marketers
Charlotte RogersWhile it is important to understand its limitations and resist an obsession with short-term thinking, return on investment remains a powerful metric for marketers when used correctly, says Henkel marketing boss Nikki Vadera.
Direct Line’s Mark Evans: ‘There is a risk in mixing politics and brand building’
Michaela JeffersonBrands boycotting media owners and channels over ethical concerns run the risk of being exposed as hypocrites, warns Mark Evans.
How retiring Winston Wolfe allowed Direct Line to go up-brand
Marketing Week ReportersDitching its highly successful ‘Fixer’ campaign for a new creative approach was a risk that Direct Line did not expect to pay off as quickly as it did.
Year in Review: Change makers 2020
Marketing Week ReportersIn a turbulent year for the marketing industry, and the world, we look at the people and brands that have been driving change.
‘When the going gets tough, go up-brand’: Why Direct Line is investing despite the pandemic
Sarah VizardDirect Line’s follow-up to ‘The Fixer’ has proven more successful than its predecessor – despite lockdown hitting just weeks after it was launched – showing that investing in brand has both short- and long-term positives.
The best marketing campaigns of 2020: Part 1
Marketing Week ReportersFrom the BBC to Ikea and Heinz, the Marketing Week team chooses the first set of eight campaigns that make up our best marketing of 2020.
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This Much I Learned with Mark Evans
Sarah VizardIn the third episode of Marketing Week’s new podcast series, Direct Line’s marketing boss Mark Evans talks us through his experience of redundancy and offers some support and advice for those who may be going through it now.
Can Covid-19 help remove the stigma of mental health at work?
Matt BarkerLife under lockdown is sparking a shift in how brands recognise and prioritise mental health issues.
How marketers can navigate the ‘perfect storm’ of remote working
Matt BarkerFrom motivating remote teams to finding new methods of measuring success, marketers will need to navigate a ‘perfect storm’ as the coronavirus pandemic sparks profound changes to the world of work.