How internal comms are steering brands through the coronavirus crisis
Steve HemsleyDuring this time of crisis, internal communications teams are stepping up to help manage the message for brands, support employees and boost morale.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Be brave with your advertising – in difficult times, your consumers need you
Carl CarterBrands that continue to advertise through the coronavirus crisis will enjoy increased salience as consumers use media to occupy their time – and if you don’t, your competitor will.
‘It’s the recession on steroids’: Why brands need to think long-term amid the coronavirus pandemic
Sarah VizardThe natural reaction to a crisis is to hunker down and protect short-term profitability, but with demand for most brands either through the roof or through the floor, marketers must look longer term if they possibly can.
Olympics postponement brings new opportunities for sponsors
Matt BarkerPushing back the Games to 2021 is a challenge for sponsors, but it also means they have another year to prepare for one of the world’s greatest sporting events.
Price premium: How brands are challenging the category norms
Matthew ValentineBrands from Nespresso to Seedlip are reframing the way consumers think about their products, shifting outside their traditional categories to claim a larger share of shoppers’ wallets.
How marketers can navigate the ‘perfect storm’ of remote working
Matt BarkerFrom motivating remote teams to finding new methods of measuring success, marketers will need to navigate a ‘perfect storm’ as the coronavirus pandemic sparks profound changes to the world of work.
3 questions I wish I’d asked as a junior marketer: Eve Sleep’s Cheryl Calverley
Ellen HammettCheryl Calverley feels lucky to have “grown up” in Unilever and Birds Eye, but it wasn’t until she left FMCG that she realised she was talking in Chinese while everyone else was speaking Dutch.
How Greggs united a divided foodie nation
Matt BarkerBlending a clever launch strategy with a healthy dose of hype, Greggs took plant-power mainstream in 2019 with the launch of its vegan sausage roll.
The role for ‘customer-backwards’ thinking in business transformation
Econsultancy TeamFrom Glossier to Amazon, brands across the retail spectrum are adopting a ‘customer-backwards’ approach to developing new propositions which works back from the customer insight.
Are brands living up to their purpose during the coronavirus crisis?
Matthew ValentineAs purpose is put to the test in the midst of the global Covid-19 pandemic, which brands are stepping up and which are missing the mark?
Marketing Week Explores: B2B marketing and M&S’s ‘This is not just food’
Marketing Week ReportersIn this latest edition of the podcast, Marketing Week lifts the lid on B2B marketing and revisits how Marks & Spencer unwittingly kicked off the trend for ‘food porn’.
‘I want people to lick the telly’: Inside the launch of M&S’s ‘This is not just food’
Matt BarkerIn search of a distinctive idea to reignite its business, Marks & Spencer unwittingly kicked off the trend for ‘food porn’ with the release of its 2006 campaign ‘This is not just food’.
TV viewing, ad spend in China: 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.
Forget the hype: The virtues of account based marketing
Matt BarkerA hallmark of the B2B sector, account based marketing enables brands to develop one-to-one relationships with key accounts, as long as they are prepared to play the long game.
The trends moving the needle in the fashion market
Marketing Week PartnerNew research from YouGov highlights the key factors behind fashion purchases, and the consumer behaviours influencing the market today.