Why NatWest’s B2B fintech spin-off is reinvesting in brand after ‘letting the ball drop’
Michaela JeffersonNew CMO Kate Thunnissen is on mission to reignite Mettle’s brand, after a cut to investment took its toll on awareness last year.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Targeting ‘nine-enders’: Why age is much more than a number
Richard ShottonResearch shows consumers make changes when landmark birthdays approach, but few brands target people based on these important ages.
3 questions I wish I’d asked as a junior marketer: Hargreaves Lansdown’s David James
Molly InnesA CMO and inventor, the pivotal moment for James came during a business course which made him question his career to date.
Brand lift metrics: The key to performance marketing in 2023
Sean AdamsWhen we talk about performance marketing, we’re talking about campaigns with a specific and measurable outcome – campaigns that focus on tangible results to indicate success, which typically include clicks, leads, conversions and sales. We believe that brand lift – a set of metrics including awareness, consideration, preference and action intent – is a key […]
One beer brand on its ambition to be the ‘Guinness of alcohol free’
Molly InnesFresh from securing £10m in Series A funding, Lucky Saint is upping its investment in brand with the launch of its ‘biggest ever’ marketing push.
How building global teams unlocks brands’ full growth potential
Morag Cuddeford-JonesHeidi Arkinstall, CMO of global hiring platform G-P, talks about the opportunities that lie in hiring beyond borders.
Why CMOs are turning to WhatsApp groups for support
Molly InnesAs marketing WhatsApp communities grow in prominence, why are so many marketers turning to peer-to-peer groups for support?
Why ‘brand gen’ is the secret to effective, full-funnel B2B campaigns
Marketing Week PartnerBrand marketing and demand generation are too often separated, which leads to misalignment and loss of impact. B2B marketers should look to ‘brand gen’ campaigns to unite them.
How Sky hijacked social media with the help of 200 influencers
Marketing Week ReportersTo build hype around the launch of its Sky Glass TV, Sky kicked off a year-long influencer campaign which doubled the benchmark for reach at 48 million.
Marketers on why making a career comeback can be a win-win
Matthew ValentineFar from regretting returning to a previous employer, many ‘boomerang employees’ are finding renewed energy and motivation in making a comeback.
Six trends that will shape media in 2023
Ellen HammettFrom a reshaped viewing landscape and in-game audio advertising, to the rise of attention metrics, Marketing Week predicts the trends that will shape media in 2023.
How plant-based brand Moving Mountains plans to win over meat eaters
Niamh CarrollPlant-based meat alternative brand Moving Mountains is targeting more mainstream consumers for growth, believing it can win them over through its taste and sustainability credentials.
Energy firms struggle with brand health as turbulent 2023 looms
Niamh CarrollAfter a tough 2022, energy companies are going into next year with diminished brand health and uncertainty about what 2023 might bring for the challenged sector.
‘Tip of the iceberg’: How Wickes used AI to drive £7m in incremental revenue
Charlotte RogersMarketing boss Gary Kibble believes his team are only “in the foothills” when it comes to exploring the commercial potential of the retailer’s AI-powered segmentation model.
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10 books for marketing advantage
Helen EdwardsYou’ve likely read the foundational books of Kotler, Keller and Levitt but there are a number of other books marketers should read to add breadth, insight and originality to their marketing arsenal.