The Festival of Marketing is set to become the “live embodiment” of Marketing Week when it returns in October with a new name.
Festival returns with a new name that aligns it more closely with Marketing Week. The theme for October is Grow.
Data suggests creating assets specifically for each channel is more effective than repurposing them, so podcasts and streaming platforms shouldn’t look to radio and TV for their ad formats.
A yearly media investment of around £30m across seven to eight channels will generate the best ROI for most advertisers, but there are still major risks involved, says econometrician Dr Grace Kite.
New research shows marketers are terrible at briefing agencies. To start putting that right, ask yourself whether your marketing strategy meets these criteria.
True personalisation is unachievable due to poor data quality, but it’s ineffective anyway and should be replaced with creative that resonates with everyone.
From retaining a long-term view and the importance of excess share of voice to making strategic changes to positioning and saying no to failure, our columnist spells out how brands can navigate recession.
Marketers are getting in their own way by being afraid to financially commit to their campaigns. New data shows ROI is generally higher when advertisers spend more – that is, until they spend too much.
Over the years marketers have “stopped being proud” of what they do and what they contribute, which needs to come to an end, according to marketing champions Cheryl Calverley and Helen Edwards who outline five ways marketers can make an impact.
Managing director of Marketing Week’s 2021 Brand of the Year, Paula MacKenzie outlines why strategic, undeniable and fame-generating ideas help KFC attain higher levels of creativity.
Boots’ CMO Pete Markey believes marketers must create a narrative around marketing to help demystify it to other functions, which helps finance “want to get it”, says CFO Michael Snape.
While demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Chief digital and marketing officer Conny Braams believes if marketers can’t distil complex information into simple and transparent messages then they’re not doing a good enough job.
Ritson comes face-to-face with key figures from areas of marketing he has taken aim at over the past decade, as we take a look back at his biggest and most controversial columns.
In the second episode of our new series, three marketing leaders make their case for the marketing buzzwords and jargon that must be banned from marketing – which do you want to see consigned to Marketing Week’s Room 101?
Humour in marketing can be a tricky balancing act, but get it right and you can create some truly successful and memorable campaigns, says Tom Fishburne.