Coca-Cola drops Christmas brand campaign to focus on ‘Holidays are Coming’
Niamh CarrollThe drinks giant’s long-running Christmas spot will return later this month, having proved its effectiveness over recent years.
Revealed: The industry’s top Marketoonist cartoon of all time
Marketing Week ReportersTom Fishburne, aka the Marketoonist, has drawn more than 900 cartoons over the past 20 years and now the industry’s favourite has been chosen.
Waitrose names former M&S marketer as customer director
Niamh CarrollNathan Ansell will join Waitrose in January, replacing Martin George who announced his departure in July.
Dr. Martens to push up prices after consulting with consumers
Niamh CarrollDr. Martens says there is “more value” in the brand than it is currently charging, with the footwear maker “stronger than ever” after upping marketing investment.
How are FMCG brands getting shoppers to convert online?
Rebecca SentanceHow FMCGs optimise their presentation and presence on the digital shelf; their online proposition and product offering; and their availability and fulfilment processes.
Britvic plans further increase in marketing investment as profits jump
Niamh CarrollInvestment is particularly being made behind the Robinsons brand, which the business expects to be “challenged” by private label brands next year.
National Lottery claims brand ‘in best-ever shape’ amid record results
Michaela JeffersonDespite posting record results after five years of sustained growth and a successful brand turnaround, Camelot lost its bid earlier this year to renew its National Lottery licence in 2024.
Seven myths about TV advertising – and why you shouldn’t believe them
Marketing Week PartnerFirst-time TV advertisers will need to see past stereotypes that it is costly, hard to measure and in decline. Here’s why those views are outdated.
1 Comment
Unilever’s CMO of ice cream on prioritising ‘product superiority’ over purpose
Niamh CarrollCMO Julien Barraux is on a mission to find Unilever’s next billion-euro brand, as its ice cream brands enter a new era as their own business group.
What I’ve learnt from the mistakes I’ve made this year
Secret MarketerMaking mistakes is easy, it’s what you learn from them that matters. As the year draws to an end it’s time to reflect on what’s happened, take stock and look forward to 2023.
How Liverpool FC and Vista plan to ‘redefine’ sponsorships
Molly InnesReflecting on its community-focused tie-up with Vista, Liverpool FC claims to have “advanced massively” in the way it measures the effectiveness of its sponsorship deals.
Marketoonist on the customer journey
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketers have a responsibility to climate change, and so far we’re failing
Grace KiteWith advertised emissions up by more than 10% since 2019 there are three clear steps marketers need to take to help drive down the industry’s impact on the environment.
Study finds ad effectiveness does not ‘wear-out’ over time
Michaela JeffersonOlder campaigns and intellectual property (IP) may be a brand’s “greatest and most neglected assets”, according to research from System1.
How Wickes used machine learning to fuel hyper-personalised targeting
Marketing Week ReportersMachine learning helped the home improvement retailer develop personalised communications for its two target audiences – everyday consumers and the professional market.
World Cup, Black Friday, TV spend: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Adidas, Twitter, Snapchat: 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.
Should sector experience dictate a marketer’s career path?
Molly InnesFar from being seen as a disadvantage, marketers from WeightWatchers, UPS and Vista demonstrate why working in a range of sectors is a definite plus.
Diageo on the ‘magic’ of supporting underrepresented talent
Charlotte RogersThe drinks giant is joining forces with media agency PHD and the Brixton Finishing School to open up marketing to a new crop of diverse talent.
Celebrating success and going from B2C to B2B: 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 marketers making the leap from B2C to B2B to celebrating success at the Marketing Week Awards, it’s been a busy week. Here is my take.
‘This is awkward’: World Cup sponsor Budweiser banned from selling beer in stadiums
Niamh CarrollBudweiser is one of the key brands sponsoring the World Cup, but a last minute decision to ban alcohol in Qatar’s stadiums may leave it questioning the future of the partnership.
Plan for the plane crash: It’s the only response to a ‘polycrisis’
Andrew Geoghegan‘Normalcy bias’ makes us panic or procrastinate when unexpected challenges suddenly emerge, but taking control of as many variables as possible is the only sound survival strategy.
World Cup vs Christmas: The festive conundrum facing retailers
Molly InnesFor the first time in its history, the World Cup is taking place in winter. How are retailers coping with the Christmas clash?
Consumer confidence improves but marketers warned of dark days ahead
Michaela JeffersonThis month’s improvement likely reflects a “collective sigh of relief” as the UK gains a new prime minister, following the economic chaos of recent months.
What does Jeremy Hunt’s autumn statement mean for brands?
Niamh CarrollThe chancellor pledged to tap into British brands’ and businesses’ capacity for innovation and create the “next Silicon Valley” in the UK.
Marketers have a role to play in levelling the gender health gap
Helen JamesWhile marketing alone won’t be able to close the gender health gap, it can certainly help to increase awareness of female-only health issues and remove taboos, which is definitely a step in the right direction.
Is a focus on ROAS damaging marketing teams?
Molly InnesMarketers explain why an over-reliance on return on ad spend is causing tension in teams and why no one metric should ever rule the roost.
How proving effectiveness is helping one retailer to defend media budgets
Marketing Week PartnerThink marketing is tough in the UK? Belgian retailer Delhaize, like all its compatriots, must legally factor in inflation-linked pay rises, putting extra strain on marketing budgets already under threat.
How Aldi’s dedication to low prices and a ‘humble’ carrot helped it become Brand of the Year
Lucy TesserasAldi has been on a journey since entering the UK market 30 years ago, with its relentless focus on keeping prices down, commitment to British produce and a carrot called Kevin helping to propel the challenger to the top of consumers’ minds.
Sage hails increased marketing spend as customer acquisition jumps
Niamh CarrollSage spent an additional £50m on marketing this year, as the B2B business refreshed its brand and revealed its first-ever purpose statement.
Majority of CMOs under pressure to prove short-term ROI
Charlotte RogersAlmost a third (30%) of marketing leaders believe the current uncertainty will force them to become more reactive, while 31% fear the need to curb their creative campaigns, according to new LinkedIn data.
Premier Foods to capitalise on home dining opportunity with additional brand spend
Niamh CarrollThe food manufacturer has recorded an average growth of 5% in its brands business across the last three years.
How to ensure your marketing spend counts in the ‘golden quarter’
Marketing Week PartnerGetting your channel mix right and targeting the right audience with bold creative are key to achieving cut-through and using budgets effectively at Christmas.
NatWest’s Margaret Jobling on her success balancing purpose and profit
Michaela JeffersonAs Marketer of the Year, NatWest Group’s CMO Margaret Jobling explains how prioritising both purpose and profit can transform the effectiveness of marketing.
BrewDog’s anti-World Cup ads fail to catch consumers’ attention
Niamh CarrollThe majority of beer drinkers and football fans aren’t aware of BrewDog’s World Cup ‘Anti-Sponsor’ campaign, and there is a lack of strong reaction either way among those who are.
Marketoonist on creating content for bots by bots
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
2 Comments
A new marketing phase is resulting in empty but effective advertising
Mark RitsonThose who criticise inauthentic advertising with no deeper meaning miss how perfect it is for making a brand stand out to a 21st-century consumer bombarded with information.
One plant-based brand on staying consistent to cut through the noise
Niamh CarrollTen years in and following its acquisition by Britvic, plant-based drinks brand Plenish is on a mission to achieve the next level of growth.