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.
ISBA calls for independent regulation of content on Facebook and Google
Russell ParsonsThe UK advertising body is advocating a system of self-regulation that would see an independent oversight body setup to monitor and regulate content appearing on digital platforms such as Facebook, Google and Twitter to offer marketers greater confidence that advertising will not appear next to inappropriate content.
Unilever, Waitrose, Samsung: 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.
Next, Nike & Cadbury: 5 things that mattered this week and why
Marketing Week ReportersCatch up on all the big marketing news from the past week including Next’s budget shifts, Nike’s record engagement from its Colin Kaepernick campaign and Cadbury Roses returning to TV advertising for the first time in 20 years.
Recommended reading: The art of persuasion and entrepreneurs’ confessions
Lucy TesserasMarketing Week reviews the latest books for marketers.
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Charlotte Rogers: Weight Watchers is in danger of losing its brand identity with wellness refresh
Charlotte RogersFive decades after the original diet brand started out in New York, Weight Watchers has rebranded as WW to take a slice of the wellness market, but it risks diluting its identity in the process.
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Unilever pushes for more ‘progressive’ portrayals of people in advertising
Sarah VizardThe FMCG giant is adopting a more local approach for its ‘Unstereotype’ initiative in a move that aims to encourage advertisers to depict people in roles that are modern or forward-looking, rather than simply eliminating stereotypes.
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The dream of voice commerce is fading
Ben DavisVoice commerce may position itself as a seamless way to shop but in reality the services are rarely consumer-friendly and don’t save much (if any) time.