Choice, control, cut-through: Why brands need to pay attention to mail
Marketing Week PartnerBrands need to look beyond the screen in their marketing, to create the ad recall and purchase intent that drives growth.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Why It Works: How Marmite took a weakness and turned it into a strength
Richard ShottonThe Marmite campaign: love it or hate it. You cannot fail to have noticed it. It’s one of the longest running slogans in advertising – but what makes it such a gem?
Marketing being the ‘greatest value driver’ and removing silos: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Octopus Energy’s CEO underlining the importance of marketing to the need to remove silos, it’s been a busy week. Here is my take.
Intuit Mailchimp CMO: Marketers’ use of AI should be ‘second nature’
Charlotte Rogers“Humans do the why and AI does the what,” says Michelle Taite, who believes marketers should forget trying to define their artificial intelligence ‘strategy’.
‘A sponge for all his knowledge’: Inside the rise of personal brand managers
Amrit VirdiDo personal brand managers help busy execs build their social presence, or are leaders at risk of losing touch with their audience?
The Week in Tech: Sonos, Ebay and a twist in the dynamic pricing scandal
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘Leaving the bubble’: Itsu on going beyond restaurant awareness to grow grocery
Niamh CarrollHaving grown its grocery presence since 2012 targeting restaurant customers, Itsu is on a mission to build wider awareness while maintaining a one brand approach.
‘Who will take responsibility?’: Exploring effective strategies for brand safety
Grace GollaschWith GARM gone, questions arise about who is responsible for brand safety, whether current safeguards are still effective and what new strategies should be implemented.
‘High growth with a soul’: Intuit Mailchimp’s CMO on B2B’s data dividend
Charlotte RogersMichelle Taite reflects on her journey from footwear designer to CMO, moving from marketing Magnum to US consumers to exploring data at the “Nike of SaaS”.
B2B marketers increasingly looking long term as traditional playbook fades
Hannah RashbassAccording to Marketing Week’s exclusive new research, many B2B marketers are taking on an increasingly strategic role. But for those who are still fighting for recognition and investment, internal marketing and collaboration are key.
Brand strategy lessons and Typhoo’s repurposing: Your Marketing Week
Russell ParsonsAt 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 universal lessons to be learned from our Brand of the Year candidates to Typhoo adopting a challenger mindset, it’s been a busy week. Here is my take.
‘It’s a win-win’: Innocent on the impact equalising parental leave
Molly InnesSince launching equal parental leave in 2020, Innocent has fostered a more inclusive culture and enhanced its employer brand, says people lead Sophie Wilson.
‘Sustainability only matters at scale’: One B2B materials CMO on expanding into luxury
Hannah RashbassAs fashion houses come under increasing scrutiny for their environmental policies, Gen Phoenix saw an opportunity to grow into a new market and re-define its proposition, leading it to work with brands including Coach and Dr Martens.
Zurich Insurance’s top marketer on facing internal rejection
Grace GollaschJoining Zurich Insurance after over three decades at Lego, Conny Kalcher was keen to introduce new processes but faced rejection after failing to “understand the context” of her new organisation.
The Week in Tech: LinkedIn backtracks on AI, Mozilla and Origin
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.