With the increased attention put on determining the impact of media, creativity has seemed to be in decline but new methods and a renewed focus could reignite the spark.
Marketing Week columnist Mark Ritson explains how generating excess share of voice enabled Lidl to accelerate sales and market share, and tackle brand perceptions.
Creativity and storytelling were previously seen as a luxury afforded to B2C brands but B2B marketers are waking up to the effectiveness opportunity investment can bring.
The FMCG giant says a greater focus on data-driven marketing and a programmatic approach to media buying is helping improve ROI, but admits it is struggling to hire enough people to run these more complex digital campaigns.
Marketing suffers from a lack of consensus about what’s likely to work and many marketers often kill creative effectiveness by making things more complicated than they need to be.
A new report from Peter Field that analysed the IPA databank has found creatively-awarded campaigns are now the least effective they have been in 24 years and no more effective than non-awarded campaigns.
The Marketing Week Top 100, sponsored by Salesforce, will be chosen by a judging panel including Marketing Week columnist Mark Ritson, former AMV BBDO chief Dame Cilla Snowball and Tom Fishburne, aka The Marketoonist.
Diageo credits its two-year focus on integrating marketing effectiveness across the business with a “profound shift” in the belief in marketing investment, but says the job is not done yet.
Clubcard, econometrics and working much more closely with the main Tesco brand form the foundations of F&F’s strategy to redefine what it means to be a supermarket fashion brand.
The company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers.
Sports equipment brand hits sweet spot with consumers during Japanese tournament with nostalgic campaign, according to exclusive research.
Marketing Week’s podcast series exploring effective marketing campaigns and how they came together examines how the Army achieved record recruitment levels.
From marketing investment to key KPIs, ‘winning’ brands – those that have seen revenue rise – share a number common characteristics when it comes to driving growth.
Tesco’s Alessandra Bellini believes in the power of brands, is rigorous with measurement and doesn’t do what her customers say. She also just loves selling bananas. The winner of the Marketing Week Masters Marketer of the Year award explains how keeping it simple has helped turnaround the Tesco business.
McDonald’s unflashy but effective marketing has been overshadowed by rival Burger King’s attention-grabbing stunts, but it’s the former we should celebrate.
