The road to Qatar: Is your brand ready?
Michael BarnettAmid the run-up to Christmas, the 2022 World Cup will create more competition for media, higher prices and bigger planning challenges.
Michael Barnett
Effectiveness strategies that every marketer should know
Michael BarnettHanna Wade, marketing effectiveness director at Jaywing, delves into the top three strategic considerations for marketing effectiveness in 2022.
Humanising finance for a digital consumer
Michael BarnettFinancial brands often have a glut of customer data, but need to use it better to create joined-up customer experiences.
Prepare your brand to surf the next major wave
Michael BarnettThe example of record-breaking surfer Garrett McNamara shows how preparing with the right toolset puts you in position to take advantage of opportunities.
How sport is pivoting to a direct-to-fan offering
Michael BarnettAs the dust settles on the abandoned European Super League revolt, Tom Dougherty, MD at Unrvld, a new digital agency launching today, predicts this won’t be the last time we see major sports brands attempt to go OTT.
The top 50 customer experience professionals in the UK: CX50 2021 revealed
Michael BarnettThe fourth annual CX50 list, compiled by Marketing Week in partnership with Zone and Cognizant, recognises the CX leaders successfully facing the future.
Top 100 marketers’ priorities in 2020
Michael BarnettMarketing Week asked members of our Top 100 marketers list for their views on which consumer and industry trends will set the marketing agenda in 2020.
How Addison Lee’s tech overhaul put customers in the driving seat
Michael BarnettWith apps such as Uber disrupting business travel as much as the taxi market, Addison Lee has shifted its focus from account management to the passenger’s experience, which entailed a technology overhaul and a whole new way of working.
What sets the Top 100 marketers apart
Michael BarnettMarketers across the UK are doing outstanding work to create growth for their businesses and value for their customers. But to be one of Marketing Week’s Top 100 requires them to go even further than their peers
How an 80s icon is reinventing itself through personalisation
Michael BarnettMen’s clothing brand Pink burst onto the scene in the 1980s and has now reclaimed its original reputation for individualised style, with a rebrand powered by customised service both in stores and online.
Why technology is central to comparison sites’ new strategies
Michael BarnettGoCompare and MoneySuperMarket have both shifted away from loud, price-driven messaging to focus on personalised customer experiences based on data, in the hope of differentiating themselves and increasing loyalty.
How data and technology help brands excel at customer experience
Michael BarnettExcelling at customer experience means using the right technology and linking up data effectively across your brand channels, as the members of our CX50 list prove.
Overcoming the dilemmas of customer lifetime value
Michael BarnettCustomer lifetime value is a key metric to calculate, but not always an easy one, and marketers may need to compromise in order to make it a business priority.
How brands can remove friction from the customer journey
Michael BarnettAt a roundtable hosted by Marketing Week in partnership with Facebook, marketers debated the cost of hindering consumers on the way to making a purchase, and how brands can keep them coming back with smooth, hassle-free experiences.
Brand of the Year shortlist profiled: Netflix
Michael BarnettThe streaming service is among the UK’s most talked-about brands, with high consideration, purchase intent and loyalty justifying its place on the Marketing Week Masters Brand of the Year shortlist, powered by YouGov.
Brand of the Year shortlist profiled: Nationwide
Michael BarnettMarketing campaigns driven by social conscience have given Nationwide strong brand foundations and earned it a place on the shortlist for Marketing Week Masters Brand of the Year, powered by YouGov.