Procter & Gamble promises to maintain its investment in “brands that are winning” following the departure of CEO David Taylor, who credits innovation and superior brand communications for driving a 7% boost to net sales.
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 helping employees avoid burnout to Diageo hailing marketing a “big driver” of the company’s performance, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
From Diageo’s focus on marketing effectiveness paying off to EasyGroup adding yet more brands to its stable, catch up on this week’s biggest marketing news.
Machine learning technology will power a revolution in advertising targeting and measurement that will allow brands to reach audiences while respecting privacy.
Staff have mixed reactions to going back to the office so marketing leaders will need to be adaptable to ensure the best ideas keep on flowing, as Marketing Week discovered during a video panel discussion hosted in partnership with Smartsheet.
Right-minded marketers understand the need for long-term brand building investment, but most still question how they can convince those above them. Here’s how you do it.
Greater confidence in measuring effectiveness, combined with a rising level of creativity, has convinced the drinks giant to increase its marketing spend as it looks to become a DTC market leader.
Amid dire predictions and high-profile failures, local high streets are defying the supposed decline of physical retail thanks to shifts in shopping behaviour driven by long-term trends, not just Covid.
Switching focus from product to the customer has helped healthcare giant Philips pivot to a digital-first mentality, enabling the business to thrive amid the challenges of Covid-19.
The British Heart Foundation has seen income plummet during the pandemic, but it is looking to bounce back by uniting its marketing and fundraising teams and shining the light on research as part of its new strategy.
Five brands have been shortlisted for the 2021 Marketing Week Masters Brand of the Year, with the winner to be announced in October.
The shortlist for the Marketing Week Masters Brand of the Year has been revealed, and now it’s your chance to have a say in who wins.
As we make the transition from full remote working to hybrid workplaces, have brands done enough to address the reality of employee burnout and mounting stress after well over a year of lockdown?
Economist Grace Kite explains what econometric modelling is and how it can be used to “untangle” different sales drivers.
Isabel Graham takes on the head of marketing role in the UK and Ireland as former UK marketing boss, Marius Lang, leaves to become general manager for Lego Group in Benelux.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketers are becoming increasingly disenfranchised by the lack of transparency in agency relationships, but there are steps that can be taken to help restore trust.
The global coronavirus pandemic impacted nearly every industry on Earth, but few as intensely as travel and hospitality.
All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
We arm you with all the numbers you need to tackle the week ahead.
Employees are increasingly taking a public stand against companies fostering discriminatory or toxic cultures, with Activision Blizzard joining BrewDog in the firing line.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The group behind EasyJet, EasyHotel and EasyGym is now looking to compete with the likes of Just Eat and Uber as it launches three new business ventures.
The pandemic has brought about a dramatic reimagining of the 9 to 5, but with definitions of flexibility ranging from hybrid to fully remote, what will marketers’ working lives look like in 2021 and beyond?
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 learning to speak up as a junior marketer to IAG Cargo’s transformation, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
From Coca-Cola dialling down its Olympics activations and Unilever trying to calm the row surrounding Ben & Jerry’s, to the shortlist being revealed for the Marketing Week Masters awards, catch up on this week’s biggest marketing news.
Bringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but this is new owner LVMH’s tried and tested formula for refreshing tired fashion labels for new consumers.
While this month’s GfK research shows rising confidence in personal finances and spending money, expectations for the economy this coming year have once again dipped.
CEO Alan Jope stressed Ben & Jerry’s decision to pull out of territories in Israel was made by the brand’s independent board and that Unilever remains “fully committed” to its business in Israel, as the FMCG giant recorded turnover of €25.8bn (£22.3bn) for H1.
The shortlist for Marketing Week’s Masters awards is revealed, with Weetabix, PlayStation, Aldi and Nationwide also racking up multiple nominations.
Despite cuts to marketing spend due to the “shapeshifting” Covid crisis, global CMO Kim Miller has led The Economist to record subscription growth through a mixture of innovation, experimentation and resilience.
Spurred on by a 42% increase in revenue, Coca-Cola is poised to double spend on consumer-facing activities, while at the same time dialling back its physical marketing activations around the Tokyo 2020 Olympic Games.
Being right will only get you so far. In order to have a positive impact, junior marketers must do their research and back up any call they make with evidence – that way the CMO can’t help but listen, says CRUK’s Philip Almond.
Ecommerce is growing rapidly in B2B as well as B2C brands but is still not the norm, so what’s the right model for customers as well as colleagues in sales and across the business?
Senior marketers at Ancestry explain how the genealogy site has connected with a growing contingent of budding historians to “bring their backstory to life”, using techniques like automation and the ‘long tail’ of Search marketing.
Concrete language is easier to visualise and four times more likely to be remembered than the abstract benefits brands like to highlight in their advertising.
Danone uses social listening to get a deeper of understanding of what really matters to people, which has become all the more important since the onset of the pandemic.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here