In-depth features, interviews and insights into marketing’s biggest issues.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the latest thinking on marketing effectiveness to Mars’s CEO calling attacks on brand purpose “nonsense”, it’s been a busy week. Here is my take.
The supermarket giant developed a ‘Happiness Platform’ to mine insights into British life, helping it curate a programme of “caring acts” designed to serve both brand and audience.
With a number of brands parting ways with their creative agency since the beginning of the year, when is the right time to terminate a previously successful partnership and does it always lead to better ads?
Leading creators reveal how to harness the power of augmented reality for brand marketing.
The Very Group’s CMO Jessica Myers had no retail sector experience when she joined the business last year, but providing a fresh perspective can be a valuable tool, she says.
Recessions often lead brands to retrench into short-term tactics and performance media, but there’s now more data than ever to inform the most effective plan for your market.
From focusing on the short term and worrying about a recession to not defining brand management, why do marketers think their businesses are undervaluing skills that focus on the long term?
Data from Marketing Week’s 2023 Career and Salary Survey reveals Gen Z marketers feel the most secure in their roles and least confident, but the trend reverses as marketers age.
Faced with a worsening cost crisis, soaring inflation and recession, this report explores how marketers can demonstrate the tangible impact of their activity so they can make a compelling case for investment, even as budgets are squeezed.
In an increasingly cost-conscious consumer environment, there could be an opportunity for private label brands to take share in the no and low alcohol sector, say analysts. But they’ll have to fight off rising competition from both alcohol giants and independent brands alike.
A decade on from the launch of The Long and the Short of It, effectiveness experts Les Binet and Peter Field reflect on the book’s impact and look ahead to what’s next.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From a perceived lack of strategic thinking to CEO not being the ultimate goal for marketers, it’s been a busy week. Here is my take.
Challenged to develop a compelling service offer to arrest years of decline, Toyota used research and a new creative concept to get drivers back behind the wheel.
A combination of experimentation, econometrics and short-term digital attribution has been referred to as the ‘golden trinity’ when it comes to measuring effectiveness, but is it the answer all brands have been looking for?
From issues around measurement to lack of authenticity, why do marketers think social media is the most overrated skill by businesses?