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Analysis Uncategorized

Brand diagnosis and the cost of living crisis: Your Marketing Week

Russell Parsons

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 for brand diagnosis ahead of setting strategy to Premier Food’s investment in brand, it’s been a busy week. Here is my take.

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20 May 2022 4:10 pm
Ford
News Uncategorized

‘Smartphones on wheels’: Why Ford is prioritising innovation as cross-category comparisons rise

Lucy Tesseras

Consumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.

20 May 2022 2:28 pm
Analysis Uncategorized

What to consider when measuring influencer marketing

Econsultancy Team

As brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.

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20 May 2022 2:24 pm
Opinion Uncategorized

Algorithms are powerful new agents of double jeopardy

Grace Kite

The algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.

20 May 2022 7:00 am
News Uncategorized

Consumer confidence plunges to lowest ever level with worse to come

Lucy Tesseras

As inflation reaches a 40-year high, driven by soaring food and energy bills, consumer confidence plunges.

20 May 2022 12:01 am
News Uncategorized

BT on why it won’t shy away from ‘spiky topics’

Molly Innes

Deciding to “step up” and take a stand on online hate with its ‘Hope United’ campaign, BT knew it needed to move away from the standard campaign process in order to succeed. 

19 May 2022 4:42 pm
Thinking
News Uncategorized

Reach: Consumers aren’t sat at home thinking about brands

Molly Innes

Brands should be bringing their purpose inwards, not outwards, says Reach’s director of market insight and brand strategy Andrew Tenzer.

19 May 2022 12:14 pm
Diagnosis
Analysis Uncategorized

Marketers reveal the secrets behind brand diagnosis

Matthew Valentine

To get brand diagnosis right, marketers must be willing to hear some uncomfortable truths, get the whole business on board and seize the opportunity to improve.

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19 May 2022 7:10 am
MW Awards 2022
News Uncategorized

Marketing Week Awards deadline extended

Marketing Week Reporters

The Awards celebrate the industry’s most effective work, from strategy through to execution, judged by a 50-strong jury of the UK’s most respected marketers.

19 May 2022 7:00 am
Sharwoods Premier Foods
News Uncategorized

Premier Foods confident consumers won’t ‘trade down’ to own-label

Niamh Carroll

Convinced more consumers will buy into its brands amid the cost of living crisis, Premier Foods plans to continue investing in marketing to grow market share.

18 May 2022 3:17 pm
asda
News Uncategorized

Asda talks up ‘massive’ opportunity for retail media

Charlotte Rogers

As we head towards a cookie-less future and brands explore the open web, Asda’s Alex Crowe believes now is the time for retail media to shine.

18 May 2022 1:43 pm
News Uncategorized

Virgin Media on avoiding ‘innovation for the sake of innovation’

Michaela Jefferson

Marketing director Amy Gilbert explains how the broadband firm ensures its marketing innovations are relevant, credible and connected to the brand.

18 May 2022 11:20 am
digital
Analysis Uncategorized

How the role of the CMO is evolving in an increasingly digitalised world 

Marketing Week Partner

Insight-driven decisions and a data culture that supports creativity are the lynchpins of the CMO role in today’s digital economy.

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Analysis Uncategorized

Meet the challenger brand recreating the local pet shop experience online

Michaela Jefferson

Growing online retailer Paws.com is using both technology and a medically-trained customer service team to create a “personalised wellbeing service” for cats and dogs.

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18 May 2022 7:00 am
News Uncategorized

Why Toblerone ‘baked commerce into brand building’ to drive awareness

Lucy Tesseras

Having earned itself a reputation as a chocolate bar people either bought at the airport or discount shops, Covid gave Toblerone the punch it needed to reposition and relaunch the brand.

17 May 2022 5:47 pm
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