Using data to understand shoppers’ real behaviour and target them individually is the route to Christmas sales success. Criteo’s John Gillan gives marketers four festive insights.
As sales growth slows and shares hit a four-year low, many are questioning whether Under Armour has lost momentum.
The Japanese sports brand is overhauling its marketing strategy as it looks to become known for more than just running gear.
Close collaboration between marketing and science helps generate new ideas and bring innovative products to market, says Steven Shiel, scientific director at L’Oréal UK & Ireland.
Johnson & Johnson’s Alison Lewis believes the job of marketing has always been about driving growth.
Plus Pink Ribbon’s artistic breast cancer awareness campaign and Libresse mocking the way advertising treats periods.
McDonald’s gets in hot water for an ‘insensitive’ ad and Unilever toasts more growth for its sustainable brands.
Interweaving differing company cultures and often conflicting agendas means brands must work hard to retain their unique identity post-acquisition.
Welcome to the Marketing Week Christmas blog! A chance for the MW team to cram in all the latest festive advertising news in one place.
From artificial intelligence going mainstream to brands being urged to take their philanthropic efforts more seriously, Marketing Week takes a look at some of the key talking points from Dreamforce 2016.
From creating fragrances at her kitchen table to starting her second brand from scratch, fragrance entrepreneur Jo Malone believes the best companies put consumers at the creative heart of everything they do.
Apple has for the fifth time running retained its top spot on the CoolBrands rankings, with tech brands continuing to dominate the top 20.
Adidas says it is prioritising digital-only marketing campaigns, with the brand confident its new three-pillar strategy can help it win back lost ground in North America.
Fearless, savvy and ambitious, Chinese brands are shrugging off the critics and taking on the European market in a bid to become household names.
From Amazon launching its instant home shopping service in the UK to Diageo being rapped by the Advertising Standards Authority, we have rounded up the five marketing stories you need to read this week.
L’Oréal Paris is featuring a man in a mass market cosmetics ad for the first time, as it looks to broaden its appeal and become part of consumers’ daily lives.
Following the uproar caused by Marketing Week columnist Mark Ritson’s assertion that all marketing experts should have a formal qualification in marketing, senior marketers on both sides of the argument debate the hotly contested issue.
As people live longer the number of retired consumers grows, so brands must find effective ways to engage with an audience that still regards opening the post as an important part of their daily routine.
Google’s move to introduce parent company Alphabet last year means it is Apple that tops this year’s ranking of the brands most likely to thrive in the future, new research finds.
With the Coca-Cola Zero Sugar launch, M&S’s falling fashion sales, Gap’s “digital delirium” and more on the marketing aftermath of the UK’s decision to leave the EU, these are the five stories that mattered this week.
In a period of post-Brexit uncertainty and potential recruitment freezes, marketers will need to embrace upskilling to maintain a competitive advantage.
People who are in a relationship and have moved in together provide marketers with somewhat of a conundrum. Marketing Week looks at how brands can better target this broad life stage.
Many senior marketers are teaching digital natives on digital though don’t necessarily understand it themselves, or as Keith Weed says, they are “reading from a book or just using management skills”, which isn’t enough.
The right team dynamic can have a huge impact on productivity, business growth and employee retention. Marketers at Notonthehighstreet.com, Aldi, Boden and ClearScore share what it takes to create the perfect team.
Benefit Cosmetics does not advertise or pay beauty bloggers yet it managed to increase market share to 38% in the premium mascara market thanks to a strategic partnership with Elle magazine and a video it produced for just £3,000.
Cadbury’s use of YouTube footage in its new “taste like this feels” campaigns has paid off as the brand took two of the top five spots in April’s most populat list, while the return of MoneySuperMarket’s Dave and Ikea’s latest ad all make it into the top 10.
Originally adopted by the skater community in southern California, Vans’ shoes – epitomised by their rugged make-up and sticky sole, have gone on to become a global phenomenon. Vans European marketing boss Neil Schambra Stevens speaks to Marketing Week about the secret to its success and how the brand can remain relevant for the next 50 years.
Brands could be missing out on valuable sales by failing to attract consumers across multiple generations, so is taking an age-agnostic approach to product design the answer?
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