Ashley Friedlein: Will conversational marketing become a reality in 2016?
Ashley Friedlein, founder of Marketing Week sister title Econsultancy, reckons this is the year marketing will become personalised conversations at scale.
Søren Hagh, Heineken: With thousands of executions a year brands need a new creative process
In association with: World Federation of Advertisers
The basic tenets of marketing are not changing, but with brands producing thousands of pieces of creative each year, a new framework is needed to ensure greatness.
Why offering rewards outside your core product offering could increase loyalty
As brands continually look to differentiate from competitors, those that incentivise customers with rewards outside of their core product offering could do better to build loyalty in the long-term.
What does ‘digital transformation’ really mean?
Businesses frequently use the term, but what does it actually entail and who should be responsible for its execution?
Top tips for digital transformation from marketers at Vue, Shop Direct and Shell
Dominic Rowell, Gareth Jones and Fiona Low on why collaboration and simplicity are key to digital transformation and why it should be a continuous journey rather than a one-off fix.
How brands are taking a proactive approach to disability
As part of Marketing Week’s continued focus on diversity we will be taking a closer look at 12 aspects that brands need to address, both internally and externally, in order to create a more inclusive society. The first in the series looks at physical disability.
When a campaign delivers
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Dixons Carphone’s CMO on what it takes to succeed following a merger
Mergers often cause more difficulties than synergies, but Dixons Carphone is swiftly growing profitability and its new group CMO Gary Booker is confident its disruptive approach to marketing will set it up for long-term success.
Vote now for your Brand of the Year
The Marketing Week Awards 2016 will take place on 12 May 2016 at the Roundhouse, London and will bring together the best of the marketing industry. We need your help in judging one of the biggest awards of the night; Brand of the Year. Below are 10 shortlisted brands. Please vote for the brand that you feel had the best 2015.
Marketing Week Awards 2016 – Shortlist announced
Drum roll please! Ladies and gentleman, we give you the shortlist for the 2016 Marketing Week Awards. Thanks to all those entered the awards this year – the calibre of entries was fantastic and every one of the brands, agencies and marketers on the list should be proud of their achievements. Congratulations, you represent the best of the marketing industry.
Mark Ritson: Ditching targeting for mass marketing is going back to the dark ages
It is fashionable to believe marketers today should aim for mass market penetration and that segmenting, targeting and positioning are things of the past. For most brands that is a fallacy.
Young marketers on plugging knowledge gaps and the power of resilience
Filmed at the first meeting of the School of Marketing’s Founding 50 last month, five young ambassadors discuss their plans to take the message nationwide and what they have learnt from their personal journeys about finding a career which fits their skills.
‘We can’t guarantee success, only increase its probability’
Copying successful brands in the belief they have a formula for growth is bound to fail. Focus on being better than competitors and solving business problems with a critical approach.
Mastercard, Adidas, M&S: 5 things that mattered this week and why
From Mastercard’s new sonic brand to Marks & Spencer splitting its ad account and Adidas making a move into the ‘stale’ hiking market, catch up on all the biggest news from the last seven days.
Inside the launch of Marriott’s new loyalty programme
Marriott has spent more than two years on the launch of its new loyalty programme Marriott Bonvoy as it looks to align the more than 30 brands in its offering and get people considering one of its hotels more often.
