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Brands are returning to brand building, says Google
Manny PhamGoogle says money is moving back to brand building on its platforms as brands look to “keep their brands in front of people to stay top of minds”.
Google on its mission to keep a million businesses open in 2021
Matt BarkerGoogle wants to start a national conversation about the British public’s love for all things local, as it looks to revive the UK high street and tap into trends within wider culture.
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To win the biggest legal battle in marketing, Google must show who its competition really is
Mark RitsonGoogle might have an 80% share of the search market, but as the investigation by the US Department of Justice will no doubt show there are now many more ways people find information online.
Google on diversity: We have been well-intentioned, but we can do more
Charlotte RogersGoogle CMO Lorraine Twohill admits that one of her biggest mistakes has been focusing on inclusive hiring but not the retention of diverse talent.
Why are brands turning to direct response amid Covid-19?
Ellen HammettMarketers are moving money from broad-based brand advertising to direct response communications and this trend will likely continue beyond the pandemic. What does this mean for effectiveness?
Digital media 2020: What marketers should know in a privacy-first era
Ellen HammettThe move towards a cookie-less internet and the threat of tighter regulation means marketers need to urgently rethink how they target people online.
The rise of consultancies and peak purpose: Marketing moments of the decade, part III
Sarah VizardFrom the rise of consultancies to Unilever’s $1bn acquisition of Dollar Shave Club and Pepsi’s attempt to derail purpose, here is the final installment of Marketing Week’s moments of the decade.
Google’s EMEA boss on brand safety, policing ‘bad actors’ and regulation
Ellen HammettYouTube has been the subject of many brand safety scandals over the last 24 months, with the recent tragedy in New Zealand prompting louder calls for urgent regulation of big tech players.
Online ad market faces investigation over competition concerns
Sarah VizardThe Cairncross Review into the future of the UK news industry has called on the Competition and Markets Authority to investigate the efficiency of the online ad market, which is dominated by Google and Facebook.
ITV CEO on TV advertising: CMOs need ammunition to change the conversation
Ellen HammettThe prevailing conversation all too often focuses on the ‘death’ of TV and Carolyn McCall admits ITV must do “much more” to show marketers why they should spend their budget on TV.
Marketers need strategic knowledge, not just tactical tips
Colin LewisThe future of marketing study must still focus on a grounding in strategic principles, while the hands-on teaching of tactical tools must be constantly updated.
Ikea, P&G, Johnston Press: 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.
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Daring, lion, race: How one startup is trying to simplify location
Ellen HammettWhat3Words has divided the world into 57 trillion squares with a unique three-word address, giving four billion people an address and making sure pizzas can be delivered to even the most remote areas.
How to ensure founder-led businesses don’t become toxic
Charlotte RogersAs Tesla and Papa John’s fall foul of their creators’ toxic personas, other founders are setting an example of how to build businesses that value teamwork, trust and transparency.
The next digital revolution: What brands should do now
Richard GeorgeThe new world of data has led to the coining of the phrase Industry 4.0, which signals big opportunities but also the need to adapt business models and customer experiences to shifting technologies and expectations.