SMEs on reaching the brand building ‘tipping point’
Matthew ValentineBy working up to investing in brand building – rather than adhering to the 60:40 rule – are small businesses on the road to success or setting themselves up to fail?
How a Lurpak YouTube ad ranked among the most effective in March
Michaela JeffersonLurpak’s sizzling spot has many of the characteristics that “underpin” creative effective video in a YouTube context, according to the latest The Works study.
What makes for effective marketing and how to measure it?
Lucy TesserasTop marketers from some of the UK’s leading brands – and Marketing Week Awards judges – share what they believe are the secrets to effective marketing.
Algorithms are powerful new agents of double jeopardy
Grace KiteThe 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.
Marketers reveal the secrets behind brand diagnosis
Matthew ValentineTo 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.
Marketers and media: Is fragmentation causing a confidence crisis?
Matthew ValentineWith only just over half of marketers convinced they are measuring ROI throughout the funnel, is the fragmentation of both customer data and media shaking confidence?
How to write an award-winning case study – even if it’s not an award you want
Andrew GeogheganWhether you’re entering industry awards or reviewing your work internally, the best case studies focus on the things that matter to the judges and your business.
How Direct Line is making its advertising work ‘harder than ever’
Michaela JeffersonAmid the rising cost of media, Direct Line is ensuring the continued success of its campaigns with team collaboration and “interrogative” agency conversations.
‘It’s about long-term value’: How brands are tackling effectiveness measurement
Michaela JeffersonAs new DMA research claims a 23% decline in marketing effectiveness and an overreliance on “vanity metrics”, marketing bosses at WW and Salesforce explain their approaches to measurement.
Marketing Week, ISBA and IPA team up to explore marketing effectiveness
Marketing Week ReportersThe Marketing Effectiveness Roadmap will provide a model for any company looking to improve its marketing effectiveness practices, as well as “useful ammunition” for conversations with the C-suite.
Marketoonist on product/market fit
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
How Direct Line plans to create new category ‘entry points’ with its latest brand campaign
Michaela JeffersonHaving won the Marketing Week Awards Grand Prix for its brand platform last year, Direct Line has launched a new campaign to shift perceptions even further.
Coca-Cola marketers add innovation to ‘primary focus’
Niamh CarrollCoca-Cola’s CEO credited increased marketing investment with driving “strong sales” across all operating segments in the company’s first quarter results for 2022.
Sports Direct to continue ‘transformation’ as data reveals success of brand building push
Michaela JeffersonSports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
1 Comment
Volkswagen is right to put profit before sales
Mark RitsonThere are two paths brands can follow – one leads to sales while the other points to profitability, and the latter is invariably the right one to choose.