Marketing transformation is a term used by all sorts of brands and business but lacks a common term. What classes as truly transformative work, however, is a fiercely debated topic.
McVitie’s claims to be the “definitive” UK biscuit brand, but its marketing director James King says it can’t afford to not invest in its position, as it launches a new masterbrand campaign.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
The sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
Sean McGinty tasked himself with putting the customer at the heart of Dunelm when he joined the business from Aldi earlier this year.
Running the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.
Research from YouGov suggests more than two in five podcast listeners are avoiding advertising entirely, while just 14% say they find them unintrusive.
Sky Sports’ viewing figures for the WSL grew 45% last season, and it is keen to capitalise on this by making its biggest investment behind the league to date.
888 Holdings, which owns brands including William Hill and 888Casino, has downgraded its revenue expectations for its current quarter, citing the impact of its marketing efficiency push and UK regulation changes as partial drivers.
Marketing can only generate an effective pipeline if it targets the same buyers as sales, but new research shows the overlap – even between brand and demand marketing – is often shockingly small.
Budgeting and planning season may sometimes feel like fighting a losing battle for marketers, but it should be a moment to reflect and press forward, according to former marketing leaders.
The interest-led social network is looking to experiential, social and partnerships to reinvigorate its audience.
EA Sports’ top marketer on what goes into rebranding a product with 30 years of heritage – and how utilising strong partnerships and data brought it to life.
For those facing tricky budget negotiations or trying to get innovation green-lit there’s no silver bullet to success, but there is plenty you can do to maximise the chance of sign-off.
The online retailer says it has progressed towards its strategic goals but remains exposed to overreliance on promotion and returns.
The hygiene business saw growth slow in the UK as the bathing and washing category declined but kept investment in its brand marketing high.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Retailers, such as H&M, are increasingly beginning to charge for returns, which isn’t going down well with consumers. So what can marketers do to mitigate the impact?
Marketers too readily accept and share the findings of behavioural ‘science’, when they should be demanding the sources and challenging the contexts.
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From a lack of representation in shops and social to the reality of ‘buy now, pay later’ debt, here are the most important stats you need to know this week.
Claire Farrant is joining the oil giant after eight years at Lidl.
Dunelm’s marketing lead on hoping to alter customer perceptions around the breadth of its range through focusing on what the company already has rather than reinventing the wheel.
Five former CMOs with lots of experience across a multitude of sectors and brands share their budgeting horror stories and the lessons they’ve learnt along the way.
At 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 to shout about what a career in marketing could offer to the next steps for Pret’s subscription offer, it’s been a busy week. Here is my take.
ITV CEO Carolyn McCall has blamed a “stagnant” UK economy in a warning about the broadcaster’s advertising forecast.
In the latest episode of Marketing Week’s podcast series, Domino’s CMO Sarah Barron tells why she doesn’t ‘mess’ with brands and why getting the right capability is essential for building an effective marketing unit.
With stints at LVMH, Estée Lauder and Makeup by Mario under her belt, Estrid’s first chief brand officer Nico Morga Alden’s “risk prone” approach to her career has served her well.
The latest GfK Consumer Confidence Barometer reveals that even as optimism around personal finances rises, the public remains hesitant to spread the wealth.
Research from Thinkbox and academics demonstrates the interplay between audio and video for recollection, effectiveness and distraction.
If the retailer doesn’t make £1.50 profit on each pound spent on marketing, it’s marketing budget will be reduced, said the business’s CEO.
The reshuffle follows the announcement that chief customer officer Alessandra Bellini will be leaving Tesco at the end of September.
The drinks company is looking to get even smarter with the investment choices it makes with increasing use of analytics tools that will allow it to improve performance across its portfolio, and not just on the flagship Jameson and Absolut brands.
Alessandra Bellini, Marketing Week’s Marketer of the Year in 2020, will leave the role at the end of September, prompting a restructure that will see the chief customer officer role scrapped and a new dual unit created.
Old El Paso and Häagen-Dazs owner commits to double-digit media spend increase and has vowed to return to “smart, hard hitting advertising” for its pets division and a price and product review.
Hiscox’s marketing lead hopes its investment in brand will help it stand out in a crowded category – and form the foundation of the business for years to come.
Research from the CMO Council finds that despite the importance of intra-department collaboration, true collaboration is extremely rare.
The online grocery company cites a 6.6% rise in active customers and discounted pricing for strong Q3 results.
The broadcaster has shortlisted six brands to win the £1m Diversity in Advertising Award for 2023.