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.
Ebay UK promotes CMO to general manager role
Niamh CarrollEve Williams says her focus in her new general management role will be ‘delivering for customers’, aided by her marketing background.
‘Accept that you’ve never sussed it’ – marketers on the challenge and opportunity of measuring effectiveness
Molly InnesThe second event in the Festival of Marketing’s Currency of Effectiveness series discussed how marketers can get buy-in from their brands to effectively measure impact, and why a fear of being held accountable could be putting marketers off pursuing meaningful measures.
How brands can overcome the confidence gap in marketing effectiveness
Richard McLeodRecessions often lead brands to retrench into short-term tactics and performance media, but there’s now more data than ever to inform the most effective plan for your market.
Why are marketing strategy and brand management undervalued by businesses?
Molly InnesFrom focusing on the short term and worrying about a recession to not defining brand management, why do marketers think their businesses are undervaluing skills that focus on the long term?