Brompton Bicycle on why brands must forge closer ties with manufacturing
Thomas HobbsThe cycling brand believes marketers should be as close to their product as possible but admits it is has 40 years worth of customer data to catch up on.
Festival of Marketing 2017
Unilever backs voice to deliver digital transformation
Charlotte RogersAmazon’s Alexa platform will play a key role in Unilever’s ongoing digital transformation, as the FMCG giant looks to tap into the power of voice search to stay connected to consumers.
Ritson versus Sharp: Who won the clash of the marketing titans?
Leonie RoderickRitson and Sharp locked horns over some of marketing’s thorniest issues, such as science, creativity and targeting – but found common ground rejecting marketers’ feelings of shame about their profession.
Schweppes, Vodafone & Lidl – 5 things that mattered this week and why
Thomas HobbsCoca-Cola gives Schweppes an historic makeover Coca-Cola unveiled plans to invest heavily in its Schweppes brand as it looks to tap into growing consumer demand for “quality” mixers and fight off newer competitors such as Fever-Tree. The investment, its biggest in the UK in more than 200 years, aims to give the brand “a new […]
John Lewis: Human interactions are still the primary driver of loyalty
Thomas HobbsThe department store’s marketing director Becky Brock believes delivering human experiences can be its differentiator over the years to come.
Festival of Marketing day 2: M&S on being a ‘modern media company’ and Nestlé’s work with startups
Marketing Week ReportersAs the Festival of Marketing has comes to a close, we round up all the highlights from day two, from M&S wanting to be a media company and Nestle working with startups to Malibu’s digital transformation and Starling Bank’s focus on problem solving.
Sky launches its own diversity competition to encourage more ‘ethnic’ advertising
Leonie RoderickThe brand with the best “culturally relevant” campaign will win £50,000 of airtime on Sky Media’s AdSmart platform.
LGBTQ+ community ‘least well represented’ in advertising
Leonie RoderickMarketers are falling short when it comes to portraying different gender identities and sexualities in advertising, new research shows. Diageo says brands must work with the community if they are to get it right.
Why some brands are still refusing to advertise on YouTube
Sarah VizardMarie Curie was caught up in the brand safety scandal earlier this year and won’t advertise on YouTube again until it allows its ad verification technology.
Jo Malone: Marketers should remember the ‘5Is’
Sarah VizardJo Malone had little marketing experience when she started her eponymous brand but says her advice when building a business is to remember the ‘5Is’ – inspiration, innovation, integrity, ignition and instinct.
Why retailers risk losing £249bn by ignoring disabled consumers
Charlotte RogersUnless they are prepared to take accessibility and inclusivity seriously, brands and retailers could lose out on billions of pounds by ignoring the spending power of disabled customers.
Festival of Marketing day 1: Unilever on chatbots and micro-targeting at Sainsbury’s
Marketing Week ReportersAfter a busy first day at the Festival of Marketing we round up all the highlights, from Unilever making chatbots ‘less boring’ and micro-targeting at Sainsbury’s to celebrating neurodiversity at Direct Line.
The CMO must ‘be happy asking the dumb questions’
Michael BarnettA CMO can come from any background but must assimilate new ideas quickly while adapting to corporate pressures, according to a panel of senior marketers at the Festival of Marketing.
Lidl: Programmatic is new, shiny and overvalued
Thomas HobbsThe discounter’s head of media Sam Gaunt says the marketing industry is “guilty of overselling programmatic” and that the brand gets much better ROI from press, radio and TV advertising.
Stephen Fry: ‘If we sleepwalk into AI we’re in great danger’
Charlotte RogersThe author and TV presenter told the Festival of Marketing why we need to face up to the great “tsunami” of AI and prepare for human society 3.0.