How Diageo kept bartenders’ spirits up during lockdown
Matthew ValentineDiageo launched a global online training programme for bartenders to keep one of the most social work communities together during lockdown.
How Skipton’s marketers used insight to win over its leadership team
Matthew ValentineSkipton Building Society had to convince its own stakeholders of the value of brand investment to secure a budget for a successful campaign.
Cancer Research UK: Don’t create a culture that cripples creativity
Matt BarkerCreating a culture of effectiveness doesn’t necessarily mean being a slave to KPIs and other metrics, argues Cancer Research UK marketing boss Philip Almond.
Understanding the ‘art and science’ of share of search
Charlotte RogersA measure of performance and potential leading indicator for future success, share of search is emerging as a new metric to add to the marketer’s armoury with possibilities that stretch far beyond the hype.
Diageo expands marketing effectiveness tool to help navigate Covid-19
Molly FlemingDiageo has added the latest data about Covid-19 with insights and consumer behaviour information to help improve marketing effectiveness during the pandemic.
How Chelsea FC increased fan loyalty off the pitch
Matthew ValentineChelsea Football Club can only accommodate a tiny fraction of its fan base at its stadium, so launched a mobile app to drive engagement across the world on match days and beyond.
Mastercard CMO: Long-term and short-term are not mutually exclusive
Sarah VizardMastercard’s marketing team is taking both a long- and short-term view as it looks to mitigate the risk of the pandemic on its business.
How Boots used influencers to get Gen Z to spend more on beauty
Matthew ValentineBoots launched a platform to engage young shoppers and help them rethink the retailer as a beauty destination.
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It’s time for ‘share of search’ to replace ‘share of voice’
Mark RitsonShare of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
Why Greggs borrowed fashion’s ‘drop culture’ to launch its vegan steak bake
Matthew ValentineGreggs used the element of surprise for its first foray into vegan products. The follow-up required a different strategy.
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‘Funnel juggling’ is the answer to marketing effectiveness
Mark RitsonIt’s well established that brands need both long- and short-term marketing to be effective, but you’ve still got to decide between the three options for how to use them.
‘Pipeline inertia’: The silent killer of B2B brands
David van SchaickB2B marketers are skilled at generating awareness and driving demand. But if we’re to weather this particular global storm, we’ll all to need to tool up to tackle a growing pipeline problem.
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‘Bothism’ is the cure for marketers’ fascination with pointless conflict
Mark RitsonMarketing theory is a constant battle between opposing viewpoints, but an open mind and accurate data set will show you usually need to adopt both perspectives.
Marketers underestimate the role of creativity in effectiveness
Molly FlemingNew research from Kantar finds that marketers are overestimating the impact of factors such as brand versus performance and multimedia, and underestimating creativity and brand size when it comes to ad effectiveness.
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Ben & Jerry’s move to take on Number 10 over migrants pays off
Molly FlemingBen & Jerry’s has seen an increase in people who want to buy its ice cream after speaking out against the Home Office’s treatment of migrants on Twitter.