Amazon, TikTok, Facebook: 5 things that mattered this week and why
Marketing Week ReportersFrom the Facebook ad boycott to the top 100 brands, catch up on all this week’s biggest marketing news.
From the Facebook ad boycott to the top 100 brands, catch up on all this week’s biggest marketing news.
Threatening to cut up to 200 ‘zombie’ brands might sound drastic but coronavirus provides companies with the opportunity to scrutinise their financials and clarify their strategies, if they are willing to take it.
Following the uproar caused by Marketing Week columnist Mark Ritson’s assertion that all marketing experts should have a formal qualification in marketing, senior marketers on both sides of the argument debate the hotly contested issue.
We round-up everything from the world of marketing that you need to know about this morning.
Coca-Cola found itself in hot water after being criticised by health professionals for “promoting an unhealthy lifestyle” among children with its Christmas truck tour.
The scholarship this year will focus on the redefined 4Ps of marketing – people development, personal development, professional development and purpose.
Customers’ paths to purchase differ widely between brands and sectors, but as Marketing Week’s panel finds, some best practice is universal and always proceeds from the same starting point: put the customer first.
Marketing leaders of tomorrow will have to be more agile and have broader experience to adapt to changing technologies and consumer behaviours, according to top CMOs speaking as they were honoured with Fellowships from The Marketing Society.
Robinsons is positioning itself as the “next best thing” to water as its revamps its brand with a £10m campaign, new packaging and the launch of seven new flavours in an effort to get more consumers drinking squash.
From McDonald’s rolling out table service across the UK to Coca-Cola, Innocent and Britvic speaking out about sugar, this is what went down in the world of marketing this week.
Chancellor George Osborne has confirmed a sugar levy will be introduced on all soft drinks by the end of 2018.
With the government finally announcing a sugar tax for the soft drinks industry and Instagram introducing bold changes to its feed, it’s been a controversial week. Here are some of this week’s biggest marketing stories.
With a sugar tax set to be introduced on the soft drinks industry by the end of 2018, brands risk damage by being too critical of the government’s move according to experts.
Lucozade has launched its first ‘Zero’ variant in reaction to growing consumer appetite for healthier drinks as it aims to “open up the brand” to a broader audience.
The Association of National Advertisers’ investigation into US media transparency has revealed how ‘pervasive’ rebates are. But it also reveals a lack of understanding about the media industry on the brand side and points to changes that must be made to boost the in-house talent pool according to marketers from Britvic and News UK.
The food and drink industry has said it would welcome plans to introduce more stringent rules around advertising food and drinks high in salt, sugar and fat to children as the ad regulator launches an investigation.
Procter & Gamble’s Northern European brand director Roisin Donnelly believes marketers are allowing themselves to be distracted by new digital platforms and are using “technology for technology’s sake” rather than actually focusing on consumers and their needs.
With British advertising’s most-hyped ad of the year now live, six senior marketers give their verdict.
Brands need to address the missing skills in marketing departments by focusing on core abilities, offering training and adapting quickly to change.
Consumers can now shop all 168 hours of the week but marketers only work for 37.5, so marketing leaders need to take charge of keeping their teams’ capabilities constantly switched on.