Your five-step guide to achieving greater influence and impact
Russell ParsonsThere is a looming crisis in marketing – fear over diminishing influence and lessening impact. There is, however, plenty marketers can do to address the situation.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
2 Comments
Is the Thomas Cook brand worth saving?
Sarah VizardThomas Cook’s collapse into liquidation could mean the end for the 178-year-old brand but if a buyer can be found its heritage and customer love suggests it is worth saving.
CMO confidence, cash v card, ad spend: 5 killer stats to start your week
Erin LyonsWe arm marketers with all the numbers they need to tackle the week ahead.
Built from waste: Meet the brands turning rubbish into business ideas
Erin LyonsA host of new brands are emerging, using surplus food and discarded plastic to offer consumers a sustainable alternative to everyday items like ketchup, beer and backpacks.
Marketing Week Top 100: The top marketers in regulated industries
Marketing Week ReportersMarketing Week reveals the top 10 marketers in regulated industry sectors, part of our Top 100 Most Effective Marketers project.
Marketing Week Explores: How to improve marketing’s reputation and the future of publishing
Molly FlemingIn this edition of Marketing Week Explores, we discuss how to solve marketing’s declining reputation and the media models promising to save publishing.
Rugby World Cup: How brands are engaging a new wave of fans
Erin LyonsAs the sport welcomes a host of new fans, it creates an opportunity for brands looking to tap into the buzz around the Rugby World Cup in Japan.
10 sessions you won’t want to miss at the Festival of Marketing
Marketing WeekWith 12 stages and hundreds of speakers across two days, there will be plenty to see at the Festival of Marketing. Here’s our top picks.
‘We were pinching ourselves’: How ‘Priceless’ helped Mastercard save a brand ‘in a mess’
Sarah VizardIn the late 1990s, Mastercard needed a long-term marketing platform to help reboot the brand, which was on a “burning platform” in the US. But while Mastercard knew it was on to a winner with ‘Priceless’, no one foresaw it still being part of the brand’s DNA 22 years later.
Meet the sustainable beer startup using its brand to tackle food waste
Molly FlemingToast Ale, which is made from surplus bread, has rebranded, dropping its sometimes “preachy” communication to better engage consumers.
Marketing Week Top 100: The top online and disruptor marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the online and disruptor sectors, part of our Top 100 Most Effective Marketers project.
Why Avon is ‘getting rid’ of its marketing rule book to attract Gen Z
Molly FlemingAs the brand competes with disruptors such as Fenty and Glossier, it is focusing on a three-point plan to ensure it is relevant to younger consumers.
Marketing Week Top 100: The top charity and public sector marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the charity and public sectors, part of our Top 100 Most Effective Marketers project.
How marketers can win over the C-suite
Charlotte RogersTo win over internal sceptics, marketers must forge stronger bonds with the C-suite by talking about marketing as a lever for growth and better defining their scope and impact.
Why corporate-NGO partnerships are now as much about knowledge as cash
Lucy TesserasCorporate-NGO partnerships are becoming increasingly strategic as brands look to gain insight about new markets, while charities want more than financial investment.