Marketoonist on risk management
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Marketers up traditional media budgets amid increased competition
Ellen HammettWhile there were no changes to overall marketing budgets in the second quarter, according to the IPA’s quarterly Bellwether, marketers increased spend on main media advertising, suggesting they are investing in long-term brand health.
Ethnography beats focus groups hands-down, but they still serve a purpose
Mark RitsonFocus groups are a bone of contention, as a Twitter debate featuring Professor Byron Sharp this week showed, but while they are flawed, they are still a quick and cheap route to useful insights.
Being a ‘me-too’ brand is more desirable than it sounds
Helen EdwardsIt’s all very well being differentiated, disruptive and revolutionary, but if your main competitor makes a meaningful improvement, your brand will drop behind if you don’t follow suit.
Dr Martens’ marketing misstep and combating burnout: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the rise of burnout to Santander UK’s first B2B TV campaign, it’s been a busy week. Here is my take.
‘The story is ready to be told’: Santander launches first TV ad for B2B bank
Rachel LawlerSantander’s marketing director tells Marketing Week the time is right to put its corporate and commercial proposition “in the spotlight” as it launches its first TV ad starring Succession’s Brian Cox.
What caused Diddy to turn on Diageo?
Mark RitsonAfter a successful and lucrative partnership on vodka brand Ciroc spanning more than 15 years, Sean Combs filed a law suit against Diageo this week, accusing the business of racism and neglect. Whatever the outcome, it looks like the end of the relationship.
Heinz launches first-ever global brand platform
Niamh CarrollKraft Heinz is making its biggest-ever media investment behind the new platform, which is the first global campaign in Heinz’s 150-year history.
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