How Coca-Cola overhauled its marketing in 2015
Leonie RoderickFrom its ‘one brand’ strategy to lower calorie products, the soft drinks company is determined to keep up with changing consumer behaviour.
5 things you need to know this week
Thomas HobbsFrom ex-Man United goalkeeper Edwin van der Sar’s journey into marketing to Warburtons teaming up with the Muppets, here are five things you need to know from the week of marketing.
Marketing Week partners with Mumsnet for third Mumstock event
Leonie RoderickMarketing Week is the media partner of parenting website Mumsnet’s third annual ‘Mumstock’ event, which aims to highlight that while brands have access to a lot of data around parents, many still get it wrong.
How CALM is using ‘targeted’ messaging to raise awareness on youth suicide
Amrit VirdiMental health charity CALM is targeting ‘trusted adults’ to tackle the rising problem of youth suicide as it looks to ‘resonate’ with different audiences.
‘Added complexity’: B2B marketers on drawing a ‘straight line’ between investment and outcome
Megan TatumFaced with challenges from the length of the sales cycle to the business buyer mindset, B2B marketers need to tell “compelling stories” in order to secure investment.
B2B skills gaps and John Lewis’s U-turn: 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 new research revealing the key skills B2B marketers feel they are lacking to John Lewis reviving its ‘Never Knowingly Undersold’ price promise, it’s been a busy week. Here is my take.
Brand has ‘never been more important in B2B marketing’, research reveals
Hannah RashbassDentsu research into B2B buyers finds that brand building is becoming increasingly crucial to win contracts in the B2B world.