The best and worst Christmas ads: Marketing Week picks
Marketing Week ReportersWith Christmas ad season now firmly underway, Marketing Week shares its take on this year’s Christmas stars and festive flops.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Yum! Brands CMO on why cultural relevance beats global consistency
Molly FlemingThe CMO of KFC and Pizza Hut’s parent company talks about the value of decentralised marketing and why brand success nearly always comes down to relevance, ease and distinctiveness.
Radio listening, consumer confidence, Black Friday: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
How Sainsbury’s became ‘Signsbury’s’ to create a better environment for deaf shoppers
Matthew ValentineStaff at Sainsbury’s in Bath created the chain’s first signing store for the hard-of-hearing attracting worldwide media recognition.
‘Faster, slicker, smarter’: Meet the marketers rethinking agility
Charlotte RogersAgile working offers marketers the freedom to get things done at speed, but starting small and learning to pace yourself is key.
Reaching new students can earn brands loyalty before competitors get a chance
Marketing Week PartnerUniversity freshers are eager consumers without established brand loyalties, so gaining their love at a formative time can lead to lifelong relationships.
‘Humaning’ and the promise of a vaccine: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Mondelēz’s reinvention of marketing to what a potential vaccine could mean for struggling brands, it’s been a busy week. Here’s my take.
3 questions I wish I’d asked as a junior marketer: Very’s Carly O’Brien
Matt BarkerConnecting with new people and discovering fresh ideas is very much at the heart of Very Group CMO Carly O’Brien’s marketing philosophy, as is learning to strike the right balance between daily concerns and the long-term picture.
Specsavers CMO Katherine Whitton on her brand building legacy
Molly FlemingKatherine Whitton may be leaving Specsavers after three years, but she looks back with pride on a tenure, which has included negotiating the challenge of Covid-19 and repositioning the brand.
How Asos and Made.com engage style lovers on YouTube
Marketing Week PartnerAs the popularity of fashion and design-focused videos on YouTube continues to rise, brands are finding deeper, more meaningful ways to reach consumers.
How Cisco’s Messenger experience opened up new opportunities with small businesses
Sean HargaveThe B2B technology giant had a perception problem, being thought of as a brand for big enterprises, so it took to Facebook Messenger to drive new consideration from SMEs.
Christmas with a conscience: How advertisers tackled the 2020 festive season
Charlotte RogersDuring a festive season under lockdown, brands have had to strike a delicate balance between spreading joy and respecting the mood of the nation, with kindness emerging as the key Christmas trend.
Inside B2B: What sales needs from marketing
Marketing Week ReportersThe third episode of our podcast series explores how the pandemic has changed the B2B buyer’s journey, and the collaboration required between marketers and sales teams.
Could a Covid vaccine provide a painful remedy for struggling brands?
Matthew ValentineA Covid vaccine could save jobs and kickstart the rescue of the hotel and hospitality sectors. But it will be a long road to recovery and it may involve a painful reckoning for some.
Lockdown 2.0: A survival guide for marketers
Marketing Week PartnerWith shops closed once more and consumers tiring of living their lives online, physical mail matters more than ever for brands.