Only bad marketers think more messages mean more effectiveness
Mark RitsonYou might increase total message recall by adding more of them, but you’ll lose credibility, as shown by the World Cup protestor who couldn’t pick one cause.
Direct Line’s Ann Constantine on the ‘next leap’ for effectiveness
Charlotte RogersReflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s.
Study finds ad effectiveness does not ‘wear-out’ over time
Michaela JeffersonOlder campaigns and intellectual property (IP) may be a brand’s “greatest and most neglected assets”, according to research from System1.
Fifth of B2B marketers say proving effectiveness is their ‘biggest challenge’
Niamh CarrollMeanwhile, one third of B2B marketers plan to cut their investment into brand building over the next six months, according to new data from LinkedIn.
Marketers on ‘connecting the dots’ between effectiveness and business success
Charlotte RogersRobust measurement of effectiveness, teamed with a dedicated comms plan aimed at the wider business, could help marketers build the business case for investment in tough times. Why then are brands choosing not to share?
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Beware of ROAS, ROI’s dangerous digital twin
Tom RoachToo great a focus on return on ad spend (ROAS) is leading to short-term thinking and under-investment, which in turn is stifling growth, and it has the potential to be far more damaging than ROI.
Marketing results not shared with wider business in fifth of large firms
Charlotte RogersMarketers in 19.1% of large organisations admit the results of marketing campaigns are not shared with their business, causing half to feel demotivated.
Are brands taking marketing effectiveness resourcing seriously?
Charlotte RogersWith more than half of marketers admitting effectiveness is not a defined role and rarely a priority in their business, are brands thinking clearly about how to properly resource their teams?
PepsiCo CMO: Standardisation in effectiveness would ‘dramatically enhance’ marketing’s credibility
Michaela JeffersonFour months into her new role as PepsiCo’s top marketer, Jane Wakely is calling on the industry to “up its game” on effectiveness measurement.
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If there was a marketing effectiveness ‘crisis’, it’s now over
Grace KiteThe industry has been telling marketers their ability to sell stuff using ads is in decline, but as well as not being particularly helpful it’s simply not true. New data shows ROI has been increasing over the past five years.
Marketers call for ‘expanded’ effectiveness capabilities
Charlotte RogersMost respondents (71.8%) to Marketing Week’s Language of Effectiveness Survey claim their brand needs to expand its suite of marketing effectiveness analysis.
McDonald’s achieves ‘exceptional’ branding score with eyebrow raising ad
Michaela JeffersonHaving won over marketers with its subtle approach to branding, McDonald’s new campaign scores high on brand recognition and short-term sales potential, according to effectiveness firm System1.
How one white goods brand is proving marketing’s worth in a challenging economy
Niamh CarrollArçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
How proving effectiveness has helped Boots maintain ad spend this Christmas
Michaela JeffersonBoots CMO Pete Markey says the retailer’s use of first-party data means it is able to target consumers “even more effectively” this year.
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.
How one B2B brand transformed perceptions of its business by thinking more B2C
Michaela JeffersonBy adopting a more emotional approach to its marketing and experimenting with its media mix, Maersk has successfully shifted perceptions of its brand and grown both revenues and profits, its head of marketing explains.
Nailing the ‘alligator pitch’: Marketers on sharing the effectiveness message
Matthew ValentineCEOs receive marketing effectiveness updates in less than a third of businesses, according to Marketing Week’s Language of Effectiveness Survey, as brands debate who should see the insight and why.
Airbnb CFO: We were right to shift spend from performance to brand-building
Michaela JeffersonCiting PR as its “most important channel”, Airbnb will continue to invest the bulk of its marketing spend in brand-building in 2022 as it looks to attract new hosts and support innovation.
How marketers negotiate the gap between marketing and ad effectiveness
Molly InnesShould marketers take greater accountability when it comes to clearly conveying the difference between marketing and advertising effectiveness to the wider business?
How Aldi’s dedication to low prices and a ‘humble’ carrot helped it become Brand of the Year
Lucy TesserasAldi has been on a journey since entering the UK market 30 years ago, with its relentless focus on keeping prices down, commitment to British produce and a carrot called Kevin helping to propel the challenger to the top of consumers’ minds.
How KFC accelerated revenue growth to more than £1bn
Marketing Week ReportersFrom stuck in a rut in 2017 to attracting 15 million new customers by 2021, KFC invested in a long-term brand platform designed to engage and excite the entire business from the CEO to franchisees.
Cadbury’s and Asda’s Christmas ads crowned most effective of 2022
Michaela JeffersonWhile effectiveness researchers Kantar and System1 disagree on which Christmas ad is the best brand builder this year, both agree this year’s crop of ads have been stronger than 2021’s.
Brand-building ads boost short-term sales, and now you can prove it
Mark RitsonTen years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both.
McDonald’s CEO: ‘Our brand is in the strongest position it’s been in years’
Molly InnesCEO Chris Kempczinski has praised the role of marketing in boosting McDonald’s brand strength.
LVMH reports record profits following boost to marketing spend
Michaela JeffersonViewed by analysts as a bellwether for the luxury market, LVMH’s earnings for 2022 suggest the most affluent consumers are willing to continue spending through inflation.
Diageo commits to ‘strong’ marketing investment as efficiency improves
Charlotte RogersThe alcoholic drinks giant halved the cost of digital ad views in the six months to 31 December, as it ramped up its global marketing investment by 6.8%.
NatWest CMO: Marketers have reason to be optimistic in 2023
Niamh CarrollDemonstrating effectiveness is one area where marketers should invest to prove their worth in uncertain times, says NatWest marketing boss and ISBA president Margaret Jobling.
How three brands achieved creative effectiveness in regional news brands
Michaela JeffersonCoca-Cola, Cumbria University and Edinburgh Zoo were the most creatively effective regional press ads over the closing months of 2022, according to Kantar’s ‘The Works’ study.
Why ‘brand gen’ is the secret to effective, full-funnel B2B campaigns
Marketing Week PartnerBrand marketing and demand generation are too often separated, which leads to misalignment and loss of impact. B2B marketers should look to ‘brand gen’ campaigns to unite them.
With ad budgets tightening, PR must prove its worth
Hayley GoffMany B2B brands will be reducing ad spend as recession bites, but marketers must be more rigorous about measuring alternative channels such as PR.