Diageo commits to ‘strong’ marketing investment as efficiency improves
Charlotte RogersThe alcoholic drinks giant halved the cost of digital ad views in the six months to 31 December, as it ramped up its global marketing investment by 6.8%.
NatWest CMO: Marketers have reason to be optimistic in 2023
Niamh CarrollDemonstrating effectiveness is one area where marketers should invest to prove their worth in uncertain times, says NatWest marketing boss and ISBA president Margaret Jobling.
How three brands achieved creative effectiveness in regional news brands
Michaela JeffersonCoca-Cola, Cumbria University and Edinburgh Zoo were the most creatively effective regional press ads over the closing months of 2022, according to Kantar’s ‘The Works’ study.
Direct Line’s Ann Constantine on the ‘next leap’ for effectiveness
Charlotte RogersReflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s.
McDonald’s achieves ‘exceptional’ branding score with eyebrow raising ad
Michaela JeffersonHaving won over marketers with its subtle approach to branding, McDonald’s new campaign scores high on brand recognition and short-term sales potential, according to effectiveness firm System1.
Why ‘brand gen’ is the secret to effective, full-funnel B2B campaigns
Marketing Week PartnerBrand marketing and demand generation are too often separated, which leads to misalignment and loss of impact. B2B marketers should look to ‘brand gen’ campaigns to unite them.
With ad budgets tightening, PR must prove its worth
Hayley GoffMany B2B brands will be reducing ad spend as recession bites, but marketers must be more rigorous about measuring alternative channels such as PR.
The 2023 Agenda: The spotlight shines brighter on effectiveness
Charlotte RogersMarketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics.
Purplebricks hails effectiveness of marketing strategy U-turn
Charlotte RogersThe online estate agent brought back its ‘Commisery’ campaign in October after putting its poor financial results down to ineffective marketing.
On the Beach credits marketing for rise in premium bookings
Charlotte RogersThe travel firm has increased booking value by 31% compared to pre-pandemic levels thanks to its focus on brand, tech and enhancing the customer experience.
Levers of growth: How the role of digital marketing has transformed
Marketing Week PartnerDriving growth requires campaigns to serve both long- and short-term objectives, which means digital marketing must be effective all the way through the funnel. Here’s how brands can achieve it.
Moonpig sets marketing spend based on customer acquisition ‘payback’
Niamh CarrollChoosing to set investment levels based on how many “quality” customers it can acquire – rather than a fixed budget – Moonpig has cut marketing spend to maintain profitability amid the cost crisis.
Les Binet: Optimising price is the first frontier in the fight against inflation
Charlotte RogersThe effectiveness expert warns marketers to stop “neglecting” price and start thinking like economists.
Why cross-channel campaigns are the way to build profitable brands
Marketing Week PartnerWhen marketers question their own assumptions about channels, data reveals advertising delivers more long-term ROI than previously thought, particularly from cross-channel campaigns.
Social proof and anchoring: The power of behavioural biases at work
Richard ShottonProfessionals believe they make decisions rationally but they’re as likely as anyone to be influenced by external biases, something B2B marketers can harness.