How data storytelling puts the customer at the heart of the message
Marketing Week PartnerData storytelling empowers brands to go beyond placing relevant offers in front of consumers to making them feel truly seen and valued and not sold to.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
‘Turbocharging’ its mission: Why Tony’s Chocolonely is now investing in paid media
Niamh CarrollUntil very recently, Tony’s Chocolonely had never spent a penny on paid media, preferring to use earned and organic channels, however, it became ‘impatient’ with the pace of change and has now changed tack.
Future Marketing Leaders 2023: Anna Draper, Little Moons
Marketing Week ReportersMarketing Week is proud to name Little Moons’ Anna Draper as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
‘Good campaigns wear in’: Why brands that embrace continuity are winning this Christmas
Chris SutcliffeThe Christmas season invites marketers to launch brand new campaigns but there is a growing body of evidence that continuity of ongoing campaigns can offer greater benefits.
How NatWest’s B2B arm is upping creativity to reach a new generation of business customers
Chris SutcliffeNatWest has been building a culture of creative B2B marketing into its business, focusing on finding underpriced attention across social media to market its B2B products faster and more efficiently.
Future Marketing Leaders 2023: Sam Daniels, Xero
Marketing Week ReportersMarketing Week is proud to name Xero’s Sam Daniels as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
How Mars got 75 billion impressions from people talking about Bounty
Marketing Week ReportersThe potential cull of Bounty from the Celebrations tub sparked frenzied debate from the pages of the New York Times to Good Morning Britain.
The ‘language of Reels’: What it is and why brands need to learn it
Marketing Week PartnerReels, available on both Instagram and Facebook, are now an indispensable part of the media mix, and brands can supercharge their results by understanding the creative approaches that most effectively turn attention into action.
Marketing investment and learning from other sectors: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Diageo’s CFO declaring the importance of sustained investment in marketing to healthcare brand Sanofi looking to FMCG for marketing guidance, it’s been a busy week. Here is my take.
The Time I Messed Up: Diageo’s innovation lead Mark Sandys
Niamh CarrollIn the first of a new series looking at what marketers have learned from mistakes, Diageo’s chief innovation officer Mark Sandys shares the story of Guinness 0.0, which is now a best-seller in the non-alcoholic category. The road to success was paved with missteps though, including several false starts and even a full product recall.
Future Marketing Leaders 2023: Dilraj Athwal, EY
Marketing Week ReportersMarketing Week is proud to name EY’s Dilraj Athwal as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
Future Marketing Leaders 2023: Nerissa Abrahams, Giffgaff
Marketing Week ReportersMarketing Week is proud to name Giffgaff’s Nerissa Abrahams as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
How to enhance customer loyalty through personalised experiences
Marketing Week PartnerThe hospitality industry thrives on providing customers with experiences designed around their preferences.
Why one healthcare company is looking to the lifestyle category to grow its brands
Josh StephensonSanofi Consumer Healthcare’s top marketer embarked upon what he dubbed the Crazy Elevate Creativity scheme in order to build brand love for its brands similar to that which Nike and Lego enjoy.
How Tesco reached 42 million people on TikTok
Marketing Week ReportersSome 3,000 entries were submitted via TikTok to become the voice of Tesco’s checkout, helping the supermarket deliver a 7% uplift in Clubcard use.