L’Oréal on why it pays to speed up innovation in times of crisis
Charlotte RogersRather than slashing R&D budgets in response to the pandemic, the vice-president of L’Oréal’s tech incubator believes there is still “so much room” for innovation.
Inside Tena’s award-winning campaign to reverse brand perceptions
Marketing Week ReportersLearn how Tena used consumer insight to tackle the stigma of incontinence and shake up the category.
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Big data is just a crutch for unimaginative marketers to lean on
Tom GoodwinData is often inaccurate and inefficiently managed yet marketers rely on it to guide and justify every decision, when it should be there to support human insight and intuition.
5G mobile: A fifth dimension of user experience
Marketing Week Partner5G mobile networks will be a revolution in immersive media and democratising content creation, taking brands’ relationships with consumers to a new level.
Transforming to a ‘smart business’ is key to emerging successfully from Covid
Marketing Week PartnerAs one of the largest ecommerce companies in the European web-to-print market, Unitedprint has successfully completed its transformation into a ‘smart business’. Unitedprint summarises its strategic formula in a simple equation: data intelligence + network co-ordination = smart business.
Brand birthdays can help you realign for the future as well as celebrate the past
Andrew GeogheganCelebrating a brand’s anniversary shouldn’t be about complacency or introspection but a reassessment of what its heritage means for modern consumers.
John Lewis’s diversification strategy smacks of fanciful thinking
Helen EdwardsWhen established brands try to move beyond their core competence it rarely works, and John Lewis’s plan to move into residential property seems poorly thought through.
Coke on how cutting brands will lead to stronger innovation
Molly FlemingCoca-Cola says revenue per innovation is already increasing as it focuses its efforts on fewer brands.
Marketoonist on online product reviews
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘Betting on ideas’: Why Uber prioritises relevance over perfection
Charlotte RogersUber marketing boss Meg Donovan believes that making big, bold bets requires close collaboration between marketing and product, and a willingness to sacrifice perfection in pursuit of relevance.
Marketoonist on product choice overload
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Why Singaporean super app Grab is focused on ‘acts, not ads’
Charlotte RogersSpanning everything from ride hailing, to food delivery and payments, Singapore-based app Grab has pivoted at speed to respond to the challenges of Covid-19 across southeast Asia.
Innovate to survive: Why UK brands need to up their game
Matt BarkerThe 2020 BrandZ list of the UK’s most valuable brands came with a stark warning of impending doom, or at best irrelevance, for some of the country’s biggest names. But is such pessimism premature?
Scott Galloway: CMOs should become chief intelligence officers
Charlotte RogersProfessor, author and entrepreneur Scott Galloway is urging CMOs to transform themselves into chief intelligence officers, pivot their brands to subscription models and embrace algorithm commerce if they want to thrive.
Consumers open the door to DTC success in a post-pandemic world
Matthew ValentineBrands have seen a boom in direct-to-consumer sales as Covid-19 has impacted on the shopping journey, with increasing numbers of consumers experiencing the benefits of going direct, according to new research from BBH London.