Les Binet: Optimising price is the first frontier in the fight against inflation
Charlotte RogersThe effectiveness expert warns marketers to stop “neglecting” price and start thinking like economists.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Why cross-channel campaigns are the way to build profitable brands
Marketing Week PartnerWhen marketers question their own assumptions about channels, data reveals advertising delivers more long-term ROI than previously thought, particularly from cross-channel campaigns.
How RNIB smashed its fundraising targets by 117%
Marketing Week ReportersA braille newspaper cover takeover, tie-up with Amazon’s Alexa and ITV partnership helped the charity reach more children with its festive message, while also exceeding donor targets by 78%.
How one white goods brand is proving marketing’s worth in a challenging economy
Niamh CarrollArçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
How Greggs and Primark joined forces to go viral
Marketing Week ReportersA carefully choreographed plan of teasers, exclusive pop-ups and product drops helped Greggs and Primark build hype nationwide for their high street fashion collaboration.
Transforming channel marketing: B2B’s new growth imperative
James TaylorThe way B2B brands work with partners such as resellers is fundamentally changing, and driving consistent growth requires something more radical than a business-as-usual approach.
How one brand’s recruitment revamp drove record engagement
Charlotte RogersWinner of the Marketing Week Award for Brand Innovation, care home group Anchor amplified its recruitment by investing in social media, targeting and employee research.
‘The right decision’: Lush on the impact of its social media ban one year on
Niamh CarrollRegardless of commercial impact, marketing director Annabelle Baker says the decision was the correct one ethically, as the retailer curates “fandoms” on other platforms.
CALM on how financial constraints became its strength
Marketing Week ReportersOn a budget of just £120,000, suicide prevention charity CALM used footage of iconic sporting moments to challenge the stigma around mental health.
Can conversational marketing fix your funnel?
Rachel ThorntonBy 2024, marketers will no longer be able to track customers with third-party cookies – this will fundamentally change the way we advertise. With limited ability to target and serve ads, marketers are forced to find new ways to engage customers.
How are FMCG brands getting shoppers to convert online?
Rebecca SentanceHow FMCGs optimise their presentation and presence on the digital shelf; their online proposition and product offering; and their availability and fulfilment processes.
Seven myths about TV advertising – and why you shouldn’t believe them
Marketing Week PartnerFirst-time TV advertisers will need to see past stereotypes that it is costly, hard to measure and in decline. Here’s why those views are outdated.
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Unilever’s CMO of ice cream on prioritising ‘product superiority’ over purpose
Niamh CarrollCMO Julien Barraux is on a mission to find Unilever’s next billion-euro brand, as its ice cream brands enter a new era as their own business group.
How Liverpool FC and Vista plan to ‘redefine’ sponsorships
Molly InnesReflecting on its community-focused tie-up with Vista, Liverpool FC claims to have “advanced massively” in the way it measures the effectiveness of its sponsorship deals.
Study finds ad effectiveness does not ‘wear-out’ over time
Michaela JeffersonOlder campaigns and intellectual property (IP) may be a brand’s “greatest and most neglected assets”, according to research from System1.