As data explodes across all sectors, the role of analytics grows in importance, meaning marketers have a responsibility both to connect it to business outcomes and preserve consumer trust.
John Lewis made the decision to “turn left” for this year’s Christmas campaign, according to its customer boss Craig Inglis. But do marketers think that shift in creative has worked, both in terms of engagement and driving sales?
Michelle McEttrick had never worked in retail before she joined Tesco and admits to feeling out of depth when she first started but says the key to building a great team is having a range of people with complementary skills and experience.
Elton John has replaced the likes of Moz the Monster and Buster the Boxer this year after John Lewis pushed its long-standing creative agency adam&eveDDB to try something new.
The author tells Marketing Week why his advice for young marketers is ‘Do marketing’, and what The Grateful Dead can teach us about targeting and segmentation.
Brands need to have a mixture of short- and long-term KPIs to get the most out of their marketing investment and ensure they are driving profitable growth.
The brand is hoping to build a strong sense of community by pitching bingo as a modern and affordable game after rolling out its £40m rebrand to Buzz Bingo two years after acquiring Gala Bingo’s venues.
Lack of contextual understanding for consumers’ behaviour has long held back the effectiveness of personalisation in spite of a wealth of data, but marketers are finally starting to get a grip on it.
While they can be difficult to spot, there are certain steps all brands using influencer marketing should be taking to help to detect fake followers.
The broadcasting giant, and owner of MTV and Channel 5, says it’s focused on “being where the audience is” as it looks to boost brand awareness by creating a social currency around its programmes.
Large organisations that have traditionally recruited marketers from within are realising they need the new skill sets external candidates bring, but there is still value in organisational knowledge and opportunities for marketers looking to rise through the ranks.
Nike is not the first brand to take a stand on social issues but its campaign featuring American footballer and anti-racism campaigner Colin Kaepernick is one of the most divisive, and new research suggests the strategy could be effective.
McDonald’s is bringing back its ‘Reindeer Ready’ campaign for the second year as it looks to remind customers of its role during the festive period.
The big marketing news this week including the launch of John Lewis’s Christmas ad campaign, the impact the chief growth officer role has had at Coca-Cola and the number of brands that aren’t marketing influencer marketing posts as sponsored.
Lexus used data on 15 years of award-winning luxury campaigns, as well as information about the brand and human emotion to create a 60-second film that tells the story of a car that comes to life and will inevitably lead to questions about whether artificial intelligence can do the same creative job as humans.
Now all the retailers’ Christmas campaigns have been revealed, it’s time to vote for your favourite. Click on the relevant links below the poll if you need a recap.
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