Congratulations to all the winners of this year’s Marketing Week Masters awards, including Grand Prix winner Direct Line Group and Brand of the Year KFC.
Unilever promises to continue investing in “the long-term health” of its brands despite the pressure of rising commodity costs, as third quarter turnover increases 4% to €13.5bn (£11.3bn).
Five years ago, it was viewed by consumers as a “faded old man”. Now KFC is Marketing Week’s Brand of the Year and considered one of the creative success stories of the past 18 months. CMO Jack Hinchliffe explains why the hard work is paying off.
Mochi ice cream brand Little Moons may have taken its marketing strategy to the next level since it went viral on TikTok earlier this year, but that does not mean the business is “walking away from digital”.
Despite just being a trial to establish the effectiveness of the channel, Mini’s campaign with Dogs Trust has ranked as the most emotionally evocative cinema ad of last month.
Warning of a ‘cultural cringe’ and sense of insecurity within marketing, Professor Byron Sharp is calling on marketers to stop the self-hatred and have more pride in their profession.
Rather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.
As marketers continue to be charged with driving faster growth on tighter budgets, businesses should not ignore the opportunity cost of failing to invest in their brand, warns Eve Sleep CEO Cheryl Calverley.
The Camelot CMO has been awarded the prestigious title of Marketer of the Year at the Marketing Week Masters awards 2021.
Embedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From measuring the effectiveness of purpose to marketing marketing in B2B, it’s been a busy week. Here is my take.
The question of remote working is nuanced, with evidence for and against, and unique reasons why particular companies and individuals could benefit or suffer. We should acknowledge there’s no one-size-fits-all answer.
B2B brand marketers need to learn to play the game and win over the CFO if they want to grow their brand and budget, which is where the cash flow funnel comes in.
Transforming the perception of marketing in a B2B brand is “not for the faint hearted”, says UBS Asset Management’s Anouschka Elliott, but an unwavering belief in marketing’s value makes a big difference.
Online is not “the enemy” of marketing effectiveness, says econometrician Dr Grace Kite, as analysis reveals the optimum budget split for UK brands is 55% offline, 45% online.