Join the dots to see the full insight picture
The role of the brand researcher is evolving into one that gathers data from diverse parts of the business and turns it into actionable insight to fulfil company objectives.
Tv spots paint false image of material girls
Consumer brands are failing to benefit from the significant spending power of the over 50s market, which includes Madonna, because TV advertising is failing to connect with the sector. TV advertising is failing to make an impact with almost two-thirds of over 50s, according to data seen exclusively by Marketing Week, which reveals that 63% […]
Start-ups gain international recognition
Online start-up numbers may be soaring at present, but 24,000 new businesses registered on eBay does not mean 24,000 new start-ups, at least in the classic internet start-up sense. How many of these so-called businesses are part-time jobs on the side rather than a new sales channel for already existing businesses? Furthermore, how many are […]
Marketers must articulate the value of partnerships
Mark Ritson makes some valid points about the illogical approach often taken by marketers and brands to align with every shiny object, summer blockbuster film or big ad spend that comes their way (MW last week). He also brings to light a larger issue the need for communicators and marketers to clearly articulate the direct […]
The Apprentice takes the biscuit
Is it just me who thinks that the latest batch of wannabes on The Apprentice is lousy? Despite the talent drain, I continue to enjoy my weekly dose of Lord Sugar. Last week the teams were tasked with creating a new biscuit and pitching to the major multiples. I must remember to take the TV […]
Regulators must reach for the sky…not tinker
The Communications Act of 2015 is a chance for the UK to create a deregulatory ’big bang’ that will see its digital revolution flourish. Last week, as one chapter closed in newspapers and TV, a new chapter opened on a new Communications Act for the digital age. First, culture minister Jeremy Hunt ruled on News […]
Facebook needs to become more useful
Facebook needs to continue being useful. If it stops being useful, it will quickly shed users and, ahead of an expected stock market flotation, value. A small but significant percentage of people I speak to say they are sick of Facebook. Some friends have even removed their profiles from the social networking site while others […]
Pret’s brand promise lost in translation
You don’t need me to tell you the story of Pret a Manger. Two young graduates, frustrated with the lunch options available to them in London, borrow £25,000 in 1986 to set up a café. It eventually thrives and gradually the Pret chain takes over London and then the rest of suburban Britain. The branding […]
A woman’s place…
Having read your report of the comments made by Kimberly Kaldec of Johnson & Johnson that there is “still work to do” when it comes to the amount of women in senior management roles (MarketingWeek.co.uk 21 June), I’m disappointed but not surprised that in 2011 we are still having the conversation about women in the […]
Telling stories central to brand strategy plot
Coca-Cola, Kraft, Diageo and Yahoo! used the Cannes Lions festival last month to explain how getting to grips with plot and premise can build strong brands. MaryLou Costa asks senior marketers from those companies about their plans. Marketing Week (MW): At Cannes, Coca-Cola has been talking about marketing to US teenagers using a storytelling campaign […]
Your mission is to turn spies into special agents
“To catch a thief, it takes a thief” find out why from an ex-hacker, here Find out how brands should deal with online and social problems in our Q&A with Eric Roach chief executive at XYDO, here Discover the attributes of a customer-obsessed company, here “Consumers are much more likely to listen to a message […]
Mark Ritson: Trump is single-handedly saving the news industry
Donald Trump’s chaotic presidency is highlighting the importance of trusted news brands and driving consumers towards the only model that can save the industry – paid subscriptions.
Marketers returning to commission-based pay models for agencies
Marketers are increasingly moving away from paying their agencies based on fees and incentives and instead adopting compensation models in a bid to ‘simplify’ pay models, according to a ANA report.
Google turns to AI as it looks to improve attribution
The internet giant claims its “cutting edge” machine learning work will help advertisers better understand the consumer journey and therefore how their marketing leads to a sale.
EasyJet CEO Carolyn McCall urges marketers to stop ‘over-using’ the term innovation
The EasyJet CEO advises marketers to think carefully about what innovation really means to both their customers and their business, as well as consider how they can use digital transformation to create a personalised experience.
Personal Development
Key insights and resources for personal development.
Agency Relationships
Everything marketers need to know about agency relationships.
Mark Ritson
Opinion from award winning columnist and marketing professor Mark Ritson.
100 Disruptive Brands
Media Strategy
Everything marketers need to know about media strategy.
Customer Experience
Everything marketers need to know about customer experience.
Digital Transformation
Everything marketers need to know about digital transformation.
Team Management
Key insights and resources to help you manage your marketing team.