Marketing Week Top 100 2022: The top marketers in regulated industries
Lucy TesserasMarketing Week reveals the top 10 marketers in regulated industries, part of our Top 100 Most Effective Marketers, sponsored by Tag.
How the skills minister plans to ‘transform opportunity’ via apprenticeships
Charlotte RogersLooking to kick off a “skills revolution”, Burghart says the government is making apprenticeships more flexible to reflect modern employment and pledges to address the bureaucracy involved.
How one Covid-19 campaign changed the behaviour of a whole region
Marketing Week ReportersLA7’s ‘Killing Covid with Kindness’ campaign set out to reduce the number of positive Covid-19 cases within four months.
NHS: The pandemic revealed ‘just how vital’ marketing is
Manny PhamThe NHS had to act quickly last year after realising people with life threatening conditions such as heart attack and stroke were not going to hospital because of Covid, and marketing played a key role.
TfL’s retiring marketing boss on why his job was about ‘much more’ than communications
Michaela JeffersonIn his final interview before he retires, TfL’s director of customer and revenue, Chris Macleod, reflects on 15 years with the organisation and the strides it has made forward along the way.
The Post Office scandal proves trust is always built from the ground up
Helen EdwardsMarketers have a responsibility to safeguard brand trust, particularly when an organisation is intent on embracing change.
How a fake pop-up shop helped cut accidents on UK roads
Matthew ValentineGetting bikers to talk about safety required some lateral thinking from Highways England.
Inflation is falling but do marketers have cause for optimism?
Rachel LawlerInflation in the UK fell to 8.7% in April, but this is unlikely to translate to confident consumers or companies just yet.
‘We had been playing it too safe’: Morrisons CMO on its brand revamp
Niamh CarrollMorrisons is hoping that being ‘bolder’ about what makes its brand distinctive will drive customer into store, with top marketer Rachel Eyre admitting the supermarket had been “playing it too safe”.
From M&S’s turnaround to the reframing of Peloton: Your Marketing Week
Russell ParsonsAt 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 BBC’s brand plans to Oatly’s positioning, it’s been a busy week. Here is my take.
Fake ads are on the rise – good or bad, brands need to call it out
Rory McEnteeThe line between real ads and copycats is being deliberately blurred, argues Gymbox’s brand and marketing director Rory McEntee.
The regalia of being a national treasure weighs John Lewis down
Helen EdwardsFar from being beneficial, the retailer’s perceived status a British institution limits its ambition – just look at what Britishness stands for today.
‘Luxury will be redefined’: High-end brands on tackling their packaging problem
Matthew ValentineLuxury brands have always used packaging as an effective way to showcase their quality to the consumer, but with stricter regulations from the EU on the way this is all set to change.
BBC looks to build ‘an iconic brand with public service purpose at its heart’
Rachel LawlerThe BBC is looking to define its brand positioning within a digital-first future by hiring its first “chief brand officer”.
Trust in advertising industry ‘boosted by ASA campaign’
Niamh CarrollRebuilding trust is the “most crucial issue” facing the advertising industry, says the AA, which is calling on more brands to take part in the next iteration of the campaign in 2023.