Retailers, such as H&M, are increasingly beginning to charge for returns, which isn’t going down well with consumers. So what can marketers do to mitigate the impact?
AI has potential in ad translation, but creative copywriters still beat it at transcreation – adapting messages between languages with the right tone and context.
Five former CMOs with lots of experience across a multitude of sectors and brands share their budgeting horror stories and the lessons they’ve learnt along the way.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the need to shout about what a career in marketing could offer to the next steps for Pret’s subscription offer, it’s been a busy week. Here is my take.
In the latest episode of Marketing Week’s podcast series, Domino’s CMO Sarah Barron tells why she doesn’t ‘mess’ with brands and why getting the right capability is essential for building an effective marketing unit.
With stints at LVMH, Estée Lauder and Makeup by Mario under her belt, Estrid’s first chief brand officer Nico Morga Alden’s “risk prone” approach to her career has served her well.
Hiscox’s marketing lead hopes its investment in brand will help it stand out in a crowded category – and form the foundation of the business for years to come.
Marketers too readily accept and share the findings of behavioural ‘science’, when they should be demanding the sources and challenging the contexts.
Changing prices in real time to reflect costs and demand is the ideal way to maximise profitability, but only if your customers don’t see it as a raw deal.
After identifying core segments and updating the positioning for most brands over the past few months, our secret marketer has now reached the end of strategy development. Next up: setting objectives.
Most marketers seek ads that deliver instant, one-off success, but the ideal campaign is an idea that runs indefinitely while only the execution changes.
Last year Mark Ritson put forward his triple-cooked chips method for budgeting, but Grace Kite reckons it’s worth dunking them one extra time to take into account the strength of demand in the economy, your target market and category.
When purpose is done right it has the potential to be an absolute winner – Mattel and Orange are two examples of how from this summer. But what precisely does ‘done right’ mean?
It doesn’t matter what age you are, the only way to be in demand is to excel at what you do.
Determined to engage a new generation of drinkers across a vibrant and rapidly evolving continent, Guinness opted for a blend of TV sponsorship, experiential, influencer marketing and outdoor to achieve its goals.
To coincide with the launch of its period-proof product, Adidas created a free lesson plan equipping young people with the tools to manage their cycle through nutrition and exercise.
Determined not to come across as “another tone-deaf bank”, Starling Bank decided to bring substance and consumer-first thinking together to show it is taking business seriously.
The charity harnessed the power of sport to help make mental health tangible, driving a 74% increase in calls to its suicide prevention helpline in the process.
Linking damage to Scotland’s natural beauty with flushing wipes down the toilet, Scottish Water not only changed consumer behaviour, but is on track to save £1.4m in 2022.
Determined to fix the nation’s “dysfunctional” relationship with money, Barclays’ magical vision of financial control helped the bank achieve record media ROI and claim top spot in overall share of new mortgages.
The supermarket giant developed a ‘Happiness Platform’ to mine insights into British life, helping it curate a programme of “caring acts” designed to serve both brand and audience.
All the latest marketing podcasts from Marketing Week, featuring analysis of marketing trends and interviews with top marketers.
