Growth Hacks: Yoppie on why customer engagement is a non-stop process
Matthew ValentineAfter notching up a 21,500% annual increase in users, period care brand Yoppie puts the strength of its community firmly at the heart of its growth story.
O2’s Nina Bibby: The CTO should be the CMO’s best friend
Charlotte RogersThe evolution of the CMO role means the relationship with the chief technology officer could be just as – if not more – important than the relationship with the sales director, says Bibby.
Zoopla on why CMOs should want to ‘decentralise power’
Matt BarkerTo explore the ‘art of the possible’ even in times of adversity, teams must feel empowered and fully supported, according to marketing leaders from Zoopla, HSBC and Benefit Cosmetics.
Nestlé CMO: ‘We never dissociate marketing from sales’
Michaela JeffersonGlobal CMO Aude Gandon explains how Nestlé is ensuring its marketing function is set up to meet new challenges in ecommerce, data and sustainability.
Marketing Academy reveals the CMOs chosen to become its 2021 Fellows
Michaela JeffersonMore than 20 CMOs and senior marketers have been selected to join the EMEA Fellowship Programme, which aims to prepare marketing leaders for the transition into CEO or similar roles.
JD Sports, Huawei, BT: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
WhatsApp looks to calm privacy fears with first international campaign
Manny PhamWhatsApp is aiming to highlight the fact it holds user privacy in high regards and show how its service actually works as it launches its first global campaign.
April’s most effective ad revealed: Walkers ‘CrispIN or CrispOUT’
Michaela JeffersonWalkers is behind April’s most effective ad campaign, winning over the public by tapping into “unspoken behaviour” and scoring high on both long and short-term effectiveness measures, according to The Works study.
Getting back to basics and being customer centric: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From underlining the need to maximise opportunity by generating demand to realising you are not the customer, it’s been a busy week. Here is my take.
Personalisation in ecommerce: A beginner’s guide
Econsultancy TeamFrom the challenges of personalisation and the data needed to ensure it is effective, to best practice examples and how to measure success, this guide offers an overview of everything brands need to consider when it comes to ecommerce personalisation.
How to drive brand loyalty among the younger generations
Andrew BusbyBrands can drive loyalty among millennials and gen Z through personalisation and rewarding customers in bitcoin.
Why Covid has made innovation ‘even more critical’
Charlotte RogersWhile on the surface it might appear they don’t have much in common, gourmet popcorn brand Joe & Seph’s and FMCG giant Essity both agree the pandemic has made innovation more important than ever.
Ritson on the 10 traits of a successful marketer
Matthew ValentineMarketers at the top of their game possess 10 key traits, according Mark Ritson, from the willingness to trangress, an affinity with simplicity and an understanding that strategy means sacrifice.
Weetabix: ‘Brave work comes through creating an environment where it doesn’t feel brave’
Michaela JeffersonHead of brand Gareth Turner explains how adopting a more innovative approach to marketing is helping Weetabix to grow over the long term.
Just Eat’s CMO: Remove yourself from the bubble – you are not the customer
Manny PhamJust Eat’s CMO Susan O’Brien says marketers must connect with consumers on a daily basis and continually remind themselves that they are not the customer.
Wickes CMO Gary Kibble on the virtues of a ‘no regrets mentality’
Matt BarkerA retail specialist, Gary Kibble is a firm believer in soaking up marketing knowledge and embracing each new challenge, mixing data with a hefty dose of creativity wherever possible.
Marketing Week to reveal secrets of advertising effectiveness in new series
Michaela JeffersonIn partnership with the Advertising Association and Kantar, Marketing Week will reveal the month’s most effective advertising campaign and share what marketers can learn from it.
Ad industry faces exodus of diverse talent if inclusion efforts aren’t improved
Michaela JeffersonAs the All In Census reveals a stark lack of inclusion in the industry, the Advertising Association has an action plan focused on improving the experience of black, disabled and working class employees.
Could the rise of virtual worlds spell the end of the corporate brand?
Matthew ValentineAs we move increasingly into virutal worlds and the very notion of self changes, brands must prepare for a time when personal brands usurp corporate brands, predicts futurist Tracey Follows.
Amazon on why it takes failure to build a culture of success
Matt BarkerAmazon Studios’ marketing boss Ukonwa Ojo explains why every mistake is an opportunity and why she sees empathy as a critical enabler for building relationships with customers.
Santander’s marketing boss on why there’s ‘no role’ for focus groups
Matthew ValentineFocus groups are “incredibly unhelpful” in the market research mix, according to Santander UK chief customer and analytics officer Saj Arshad, who believes new methodologies are proving to be more effective.
Rory Sutherland: Marketers should see capitalism as a ‘discovery mechanism’
Charlotte RogersIf the whole purpose of marketing is to maximise opportunities, Ogilvy vice-chairman Rory Sutherland believes marketers should resist the urge to chase efficiencies and instead plough their energy into experimentation.
Marketing That Matters: How TalkTalk rapidly digitised its customer journey to meet booming demand
Marketing Week ReportersThe second season of our podcast looks into digital brand transformations, starting with TalkTalk’s response to booming demand in the pandemic.
‘Raise the floor and the ceiling’: Unilever on its ‘integrated approach’ to training
Manny PhamUnilever’s top marketer Conny Braams says marketers must be given the opportunity to use their new skills on the job immediately or training will be wasted.
How M&S is ‘turbocharging’ customer experience across the business
Michaela JeffersonThe retailer is looking to amplify the voice of the customer as it continues on its path towards transformation.
How shifting away from a ‘one to many’ model helped Sky boost consideration
Michaela JeffersonThe broadcaster partnered with the likes of Netflix, Disney+ and YouTube for its recent Sky Q campaign, in which it created bespoke ads for different groups of TV viewers.
Marketoonist on generational marketing
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Eve’s Cheryl Calverley: Stop chasing data perfection
Charlotte RogersMarketers should stop wasting time and energy striving for the perfect dataset by listening to consumers and proving the commercial impact of a fantastic customer experience, says the Eve Sleep CEO.
Virgin Atlantic: What’s the point of having data when you can’t do anything with it?
Manny PhamVirgin Atlantic has restructured its marketing team to allow for better collaboration and to ensure data no longer sits in siloes.
BMW on why marketers should take an ‘outside-in’ approach to CX
Matt BarkerThe marketing bosses at Royal London and BMW explain why focusing on experience, rather than promotion, can re-energise both brand and marketer.
Why ‘wargaming’ is essential to future-proof marketing
Lucy TesserasBeing able to take advantage of opportunities and overcome challenges starts with having a solid marketing strategy in place, which Boots CMO Pete Markey says might sound basic, but without the right foundation it’s easy to get blown off course.
Colgate launches sonic identity as it shifts focus from function to emotion
Manny PhamColgate believes sonic branding will be key to driving emotional engagement and will be used as a test case within the Colgate-Palmolive portfolio.
Mastercard: Businesses that undermine marketing are setting themselves up to fail
Michaela JeffersonWith a “tsunami” of new technologies incoming, marketing is about to become more important than ever, argues Raja Rajamannar. So how do marketers regain their place at the table?
Direct Line’s Mark Evans: Being customer orientated is a constant work in progress
Lucy TesserasDespite proving the correlation between customer and commercial, Direct Line Group’s Mark Evans says customer orientation is “not natural to everybody” so the business has to constantly “fight that tide”.
Personalisation, customer experience, IT friction: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Unilever, Brewdog, Deliveroo: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The top 50 customer experience professionals in the UK: CX50 2021 revealed
Michael BarnettThe fourth annual CX50 list, compiled by Marketing Week in partnership with Zone and Cognizant, recognises the CX leaders successfully facing the future.
Diageo’s CMO on the ‘energy sources’ that underpin marketing
Manny PhamWhen Cristina Diezhandino took over as Diageo’s CMO last summer she saw it as an opportunity to rethink “the future of marketing” and introduce six pillars to rally the drinks giant’s 1,200-strong team.
Brand building and breaking taboos: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From understanding where you can add value to Sports Direct’s brand building endeavour, it’s been a busy week. I’m stepping in for Russell again this week, so here is my take.