Marketoonist on omnichannel customer engagement
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Britvic ramps up marketing activity to drive long-term ‘growth ambitions’
Niamh CarrollBritvic is using its “highly relevant” marketing strategy to maintain the momentum of its core brands, while expanding its portfolio to move into new growth areas.
The road to Qatar: Is your brand ready?
Michael BarnettAmid the run-up to Christmas, the 2022 World Cup will create more competition for media, higher prices and bigger planning challenges.
Meet the brands prioritising social mobility
Charlotte RogersBy rethinking recruitment, democratising work experience and sharing the stories of senior leaders, organisations are finding ways to make social mobility a reality.
Incoming in-store HFSS restrictions could lead to ‘huge swings’ in category share
Niamh CarrollDespite the government announcing a delay to new HFSS multibuy and advertising rules, changes to in-store display rules are set to go ahead. These will have a major impact on affected brands, say analysts.
Marketing salaries, ethics and contextual targeting: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
CEOs are one of the most ‘underrated’ marketing tools, study finds
Niamh CarrollNew research shows a strong correlation between the personal reputation of CEOs and that of their brands, particularly in founder-led businesses.
McDonald’s, Britvic, Uber: 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.
To nurture marketing’s future, champion others
Ritchie MehtaWant diverse talent to thrive in marketing? It starts with having someone in your corner. Just ask Usain Bolt.
How PepsiCo is moving beyond a ‘dated’ idea of ecommerce
Niamh CarrollPepsiCo is moving beyond the traditional idea of ecommerce towards a model of “digitally-infused” retail that encompasses DTC, rapid delivery and AR.
Ageism and better pitches: 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 tackling ageism in marketing to building better client-agency relationships, it’s been a busy week. Here is my take.
How Birra Moretti plans to build an ‘iconic’ brand with immersive experiences
Niamh CarrollThe brand aims to engage consumers with a “meaningful” message and build its share of the premium beer market, says global marketing director Marcelo Amstalden Möller.
Would a Patagonian toothfish by any other name taste as sweet?
Richard ShottonExperiments show the framing of language used to describe products influences how consumers perceive them and their propensity to purchase.
The right in-housing mix: finding the route to success
Jonathan CreswellIn-housing MMO is 2022’s hottest topic in marketing analytics. Data science specialist and MD of Ekimetrics, Matt Andrew, explores the key questions all firms should ask before embarking on a journey to in-housing marketing effectiveness.
Marketers and media: Is fragmentation causing a confidence crisis?
Matthew ValentineWith only just over half of marketers convinced they are measuring ROI throughout the funnel, is the fragmentation of both customer data and media shaking confidence?
The Marketing Academy reveals 2022 Scholars
Lucy TesserasThirty marketers have been selected to take part in this year’s UK Scholarship programme, which aims to prepare emerging leaders to take on senior and board- level roles.
Almost half of brands plan to hire remote marketing talent
Charlotte RogersNew research reveals 67% of employers looking to hire marketers believe being closely located to the office is no longer as important as it was pre-pandemic.
Microsoft CMO: Marketers need to ‘get over their imposter syndrome’
Molly InnesMarketers are the equals of their peers in sales and finance, argues Microsoft’s Chris Capossela, who believes marketing can build brand love by focusing on price.
If you don’t invest 5% of your budget in research, you don’t know what you’re doing
Mark RitsonThe BBC’s decision to invest heavily in research should be celebrated by us all and noted by marketers. Investing 5% of your budget in market research is not superfluous, it’s key to understanding customers, serving them better and growing your business.
Marketing bodies react as government commits to new digital legislation
Michaela JeffersonThe planned introduction of new digital competition rules and a new UK data protection regime heralds “enormous change” for the advertising sector, ISBA says.
‘End nepotism’: Marketers issue rallying cry to tackle social mobility
Marketing Week ReportersM&S Food marketing director Sharry Cramond joined forces with Unilever’s Lisa Hutchinson and the School of Marketing founder Ritchie Mehta to address the industry’s chronic lack of socio-economic diversity.
Controversial Adidas ads banned for ‘explicit nudity’
Niamh CarrollWhile Adidas argues the images of breasts in the ads are a recognition of the diversity of bodies, the ASA has deemed the nudity as likely to cause offence.
Why major brands are pledging to make pitching more ‘positive’
Michaela JeffersonISBA and the IPA’s newly launched Pitch Positive Pledge aims to ensure all pitch processes are necessary, efficient and mindful of mental health.
Apprenticeships: Why brands should explore levy share
Charlotte RogersClear Channel and the School of Marketing are urging brands to consider donating their unspent Apprenticeship Levy to smaller businesses keen to hire a marketing apprentice.
Marketoonist on the chief something officer
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The cost of living crisis – how consumers are responding
Lucy TesserasWith 91% of the population concerned about the rising cost of living many are already adapting their behaviour to save money, including choosing cheaper brands and cutting back on luxuries.
Sage CMO: B2B businesses ‘underestimate’ the power of brand
Michaela JeffersonWith B2B customers only in market 5% of the time, Sage has taken a long-term focus on brand building to drive sustainable growth.
Weetabix’s Gareth Turner leaves to focus on marketing consultancy
Niamh CarrollWeetabix’s head of marketing plans to use his 20 years of FMCG experience to help scale-up brands and agencies in the sector.
NatWest, Just Eat and Camelot join brands competing in marketing ‘Sprintathon’
Michaela JeffersonBrands, agencies and media owners are all invited to put a team forward for the charity event, which raises money for cancer research and to support future marketing talent.
Consumer priorities, inflation, brand loyalty: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
MoneySuperMarket, Vodafone, 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.
How brands are tackling ageism from the inside out
Molly InnesWith the age makeup of marketing teams persistently skewing younger, brands from the Phoenix Group to Saga are putting recruiting and retaining age diverse talent high on the agenda.
How to write an award-winning case study – even if it’s not an award you want
Andrew GeogheganWhether you’re entering industry awards or reviewing your work internally, the best case studies focus on the things that matter to the judges and your business.
CMO tenure and marketing effectiveness: 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 need for CMO succession planning to Direct Line’s focus on effectiveness over efficiency, it’s been a busy week. Here is my take.
Why Malibu is refreshing its brand despite a period of ‘exceptional’ growth
Niamh CarrollBrands shouldn’t wait until they are on a “downward trajectory” to launch new work, argues Malibu’s top marketer.
Gap between average CMO and CEO tenure widens
Lucy TesserasIn a more positive trend, female CMOs outnumbered their male counterparts for the first time last year, according to new research.
Forget personalisation, it’s impossible and it doesn’t work
Peter WeinbergTrue personalisation is unachievable due to poor data quality, but it’s ineffective anyway and should be replaced with creative that resonates with everyone.
UKTV CMO Simon Michaelides departs after 10 years to join travel industry
Michaela JeffersonMichaelides is to join cruise and tour operator Riviera Travel in August as its first chief customer officer.
Channel 4: Advertisers are ‘right to be worried’ about privatisation
Michaela JeffersonChannel 4 has made public its proposed alternative plan to privatisation, as it reports a record-breaking performance for 2021.