How marketers can optimise spend to deliver a 50% uplift in ROI
Marketing Week PartnerNielsen’s new analysis shows 50% of planned media channel investments are too low for optimal ROI, while planned spending overall is also 50% too low.
Dell’s marketing boss on why brands can measure ‘too much’
Molly InnesThe goal at Dell is to ensure marketing effectiveness is not analysed in silos, although global brand boss Liz Matthews insists the art is in measuring what matters.
Pinterest: Marketers think reach is the only thing that matters
Molly InnesArguing that effectiveness is all about effective reach, Pinterest CMO Andréa Mallard urges marketers to look beyond “superficial vanity metrics”.
PepsiCo CMO: Standardisation in effectiveness would ‘dramatically enhance’ marketing’s credibility
Michaela JeffersonFour months into her new role as PepsiCo’s top marketer, Jane Wakely is calling on the industry to “up its game” on effectiveness measurement.
Samsung on effectiveness: Conversations with the CEO and CFO have matured
Molly InnesSamsung Europe CMO Benjamin Braun explains how post-Covid marketing has become regarded as a “proper sales channel” with measurable impact.
Marketing Week to explore definition and communication of effectiveness
Marketing Week ReportersThe Language of Effectiveness, sponsored by Nielsen, will explore what effectiveness means to brands and the expectations expressed by senior stakeholders.
The seven things marketers need to know in order to answer The Question
Mark RitsonRight-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.
The language of marketing is so imprecise as to be almost meaningless
JP CastlinIn contrast to fields such as law, few marketing terms have agreed definitions, which prevents accountability. We need to focus more on the effectiveness of marketing’s language.
‘Don’t be afraid of consistency’: Marketers on the driving factors behind effective advertising
Michaela JeffersonThe marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.
How Direct Line is making its advertising work ‘harder than ever’
Michaela JeffersonAmid the rising cost of media, Direct Line is ensuring the continued success of its campaigns with team collaboration and “interrogative” agency conversations.
‘It’s about long-term value’: How brands are tackling effectiveness measurement
Michaela JeffersonAs new DMA research claims a 23% decline in marketing effectiveness and an overreliance on “vanity metrics”, marketing bosses at WW and Salesforce explain their approaches to measurement.
How Boots balances creativity and science to drive effectiveness
Michaela JeffersonUsing new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
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If there was a marketing effectiveness ‘crisis’, it’s now over
Grace KiteThe industry has been telling marketers their ability to sell stuff using ads is in decline, but as well as not being particularly helpful it’s simply not true. New data shows ROI has been increasing over the past five years.
Inside the Grand Prix winning Direct Line campaign that delivered against all measures
Michaela JeffersonDirect Line Group’s ‘We’re On It’ campaign took home the top prize at the Marketing Week Masters, after driving long and short term business impact and surpassing the already admirable efforts of its previous brand platform.
What makes for effective marketing and how to measure it?
Lucy TesserasTop marketers from some of the UK’s leading brands – and Marketing Week Awards judges – share what they believe are the secrets to effective marketing.
Cut the jargon: Marketers on how to discuss the funnel with the wider business
Charlotte RogersMarketers might need to rethink how they talk about funnels with the wider organisation if they are to gain the most traction.
Airbnb CFO: We were right to shift spend from performance to brand-building
Michaela JeffersonCiting PR as its “most important channel”, Airbnb will continue to invest the bulk of its marketing spend in brand-building in 2022 as it looks to attract new hosts and support innovation.
Sports Direct to continue ‘transformation’ as data reveals success of brand building push
Michaela JeffersonSports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
‘You can feel the creativity’: KFC on building a ‘brand for the nation’
Charlotte RogersFive years ago, it was viewed by consumers as a “faded old man”. Now KFC is Marketing Week’s Brand of the Year and considered one of the creative success stories of the past 18 months. CMO Jack Hinchliffe explains why the hard work is paying off.