P&G looks to be bringing more of its media planning and buying in-house as it looks to bring its marketers closer to the consumers they serve but it should be wary of going too far down this route and losing the expertise an outside voice can offer.
Marketers must embrace technology colleagues’ expertise so both work together for the customer rather than independently for themselves, according to senior executives at Marketing Week’s roundtable event.
Nationwide’s ‘Voices’ campaign achieved a double-pronged goal of providing a platform for diverse creative voices across the UK and helping grow the building society’s share of switched accounts to 20%.
A quiet marketing revolution has been happening in the charity sector as organisations look to not just help those in need but empower them.
After 133 years, Coca-Cola is at a critical juncture in its history with its core brand and category in decline, requiring it to take unprecedented risks on innovation, acquisition and experimentation. Marketing Week got a behind-the-scenes look at the efforts under way at its Atlanta HQ.
New insights on customers’ location and behaviour completely changed how Bupa Global thought about its product and market, uncovering its policies’ appeal within the high net worth segment.
TSB’s Pete Markey had a baptism of fire on his promotion to CMO in 2018, dealing with an IT crisis and putting plans for new media activity on ice. Now he’s back on the job of sharpening the brand’s commercial edge and its points of difference.
The luxury department store’s first chief marketing and customer officer is instead championing a customer-centric approach based on personal interactions and elevating the in-store experience beyond the high street as it looks to win “the race to the top”.
Burger King’s celebrated CMO tells Marketing Week why the ‘great idea’ is everything in marketing, what the importance of having a challenger mindset is and why data-led companies don’t need marketers.
Avoiding rush hour by having flexible start and end times can have huge benefits on both wellbeing and productivity.
Many retailers moved away from the big brand campaigns in favour of product-focused ads this Christmas but as retailers reveal their festive performance there are signs this may not always have been the right strategy to take.
The P&G-owned brand has seen consumer perceptions in the UK plummet in the wake of the ad, which has been both criticised and applauded for its attempt to tackle toxic masculinity.
Catch up on all this week’s marketing news including the reaction to Gillette’s ‘#metoo’ ad, Shell and Jamie Oliver’s tie-up and Bupa’s move to focus its marketing on just five postcodes.
The course is designed for CMOs who have the ambition to become CEOs and this year includes marketers from Amazon, Diageo and M&S.
From identikit ads for small businesses to the same outdated image of the over-60s, creatives need to look beyond the obvious and stop falling into the same old traps.
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