How the mind boggles and how brands boggle the mind
Johnny CorbettWant to know how to build more powerful memories and associations for your brand? Just think about Great Aunt Margaret.
Customers will reward brands that get them in the mood
Richard ShottonExperiments show being in a good mood makes consumers likely to pay more, so reaching them in positive contexts could make marketing more effective.
‘It’s terrifying’: Can marketers reverse a culture of bad briefs?
Matthew ValentineWith a pandemic and cost of living crunch causing unprecedented issues, a lack of retained relationships and loss of confidence on both sides, what can brands and agencies do to make briefing better?
‘Use this time wisely’: Marketing bodies welcome delay of Google’s third-party cookie ban
Niamh CarrollGoogle’s Privacy Sandbox vice president said the delay follows “consistent feedback” from marketers, publishers and developers that they need “more time”.
Diageo attributes soaring profits to marketing spend boost and premiumisation strategy
Charlotte RogersDiageo says its premiumisation strategy is paying off, as its high-end brands contributed to 71% of organic net sales over the year.
ITV banks on ‘highly differentiated proposition’ to draw viewers to ITVX
Michaela JeffersonThe broadcaster claims the new streaming platform will enable it to double its streaming viewing, monthly active users and subscribers, while delivering “valuable” addressable advertising inventory at scale.
1 Comment
For a true view of the consumer, get them to talk like themselves
Helen EdwardsUnfiltered, unfettered conversations among real people reveal their values and priorities, so make your focus groups more spontaneous and less controlled.
Papa John’s marketing boss Jo Blundell on her career of two halves
Molly InnesWith a career spanning experience agency and brand side, Papa John’s Jo Blundell explains why she believes marketing is the “inspiration centre” of business.
Maltesers, Tesco and Starling Bank top Marketing Week Awards shortlist
Marketing Week ReportersWeetabix, Sheba, Aldi, Sky and HSBC have also racked up multiple nominations for the 2022 Marketing Week Awards.
Coca-Cola ups marketing spend to ‘earn’ higher prices
Molly InnesCoca-Cola’s CEO has said the company is watching closely for consumer behaviour changes, as it reports a 12% jump in net revenue.
McDonald’s sees ‘big opportunity’ to go ‘harder and faster’ on digital
Michaela JeffersonMcDonald’s is looking at digital, loyalty and creativity as key opportunities for growth amid a difficult economic environment.
Unilever ascribes brand growth to ‘precision’ pricing action taken to offset inflation
Niamh CarrollUnilever is prepared to temporarily accept a loss in volumes and competitiveness to protect its brands as inflation bites.
Marketoonist on customer empathy
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Introducing the ‘compassionate warriors’: Macmillan’s marketing chief on its pursuit of relevance
Russell ParsonsAfter seeing donations tail off post-pandemic, Macmillan Cancer Support has been working to boost relevance, with its latest marketing activity – a three-part documentary series in partnership with Channel 4 – firmly focused on storytelling.
Standardising effectiveness: Marketers on the opportunity and challenges
Michaela JeffersonCommunicating marketing effectiveness is a challenge for all marketers, made no less difficult by the lack of common definition. Is standardisation the solution?