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How influencer marketing has matured as a channel
An expert panel at the Festival of Marketing debated how influencer marketing should be measured, and why brands and influencers need a genuine rapport.
How innovation and creativity helped turn around Premier Foods’ brands
Molly FlemingThe company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers.
Social selling site Depop on why quantity is the key to quality
Matthew ValentinePeer-to-peer social selling Depop is convinced that its content strategy of ‘reposting the coolest shit’ is the secret to engaging Gen Z shoppers.
Fashion ecommerce 2020: The trends disrupting the industry
Nikki GillilandAs the fashion ecommerce industry matures, trends such as artificial intelligence, resale and returns are transforming the customer experience.
Unsung heroes and asking the right questions: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From learning to speak up as a junior marketer to IAG Cargo’s transformation, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Coca-Cola, Unilever, Danone: 5 things that mattered this week and why
Marketing Week ReportersFrom Coca-Cola dialling down its Olympics activations and Unilever trying to calm the row surrounding Ben & Jerry’s, to the shortlist being revealed for the Marketing Week Masters awards, catch up on this week’s biggest marketing news.
Aviva on why in-housing econometrics is no ‘silver bullet’ for success
Marketing Week ReportersBringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
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Tiffany’s brand needs an update – in fashion, that means alienating loyal customers
Mark RitsonThe new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but this is new owner LVMH’s tried and tested formula for refreshing tired fashion labels for new consumers.
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