Marketing Week Meets…Philip Kotler
Lucy TesserasThe so-called “father of modern marketing” helped create the template for marketing today.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Interview: ‘Web-to-print has not reached its full potential yet’
Marketing Week ReportersUnitedprint SE is an international, innovation-driven ecommerce company in the printing, media and advertising industries. As one of the first and leading internet printers in Europe, Unitedprint operates the well-known web-to-print portals print24 and Easyprint as well as the partner shop programme Unitedprint Shop Services.
Switching brands, stereotyping the over-50s, consumer confidence: 5 killer stats to start your week
Ellen Hammett1. Bad customer experience not the top reason for switching brands 62% of consumers who switched brand in the past 12 months did so because brands successfully attracted them, rather than bad customer experience pushing them away. 61% of consumers switched brand at least once in the last year, with automotive (70%) and supermarkets (68%) […]
Why Mars is making sustainability a business KPI
Molly FlemingMars is tackling climate change through a three-pronged strategy that will target its consumers, suppliers and its own operations.
How brands are tapping into the sizzling meatfree ‘meat’ market
Erin LyonsCompetition in the alternative meat industry is fierce so brands must carve out a solid positioning if they’re to earn a spot on everyone’s plates, including meat-eating sceptics.
How can you use an audience data hub to turbocharge your marketing agility?
Lee FitzhughBy understanding the behaviours of those who have a relationship with their brand, marketers can personalise engagement to create a roadmap that will improve their marketing results.
Marketing Week Top 100: The top consumer goods marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the FMCG sector, part of our Top 100 Most Effective Marketers project.
Custard apple and yuzu: Why Mastercard is adding taste to its brand experience
Sarah VizardHaving dealt with sight with the launch of its symbol logo and hearing with its brand sound, Mastercard is looking to push its brand positioning still further with the launch of its own taste.
Marketing Week Top 100: The top travel, transport and hospitality marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the travel, transport and hospitality sectors, part of our Top 100 Most Effective Marketers project.
It’s time for your brand’s data strategy to grow up
Mark GoodingAs Scandinavian Airlines found, the route to data maturity involves first understanding the outcomes you want to achieve.
The new age of audio: What does it mean for advertising?
Rebecca SentanceThe rise of podcasts and online streaming, as well as a wealth of devices to listen to audio on, has meant advertisers are re-evaluating the role of audio in their marketing mix.
Marketing Week Top 100: The top media, telecoms and entertainment marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the media, telecoms and entertainment sectors, part of our Top 100 Most Effective Marketers project.
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Marketing That Matters: The real story behind Direct Line’s transformative ‘Fixer’ campaign
Marketing Week ReportersMarketing Week’s new podcast series gets under the bonnet of the most effective marketing campaigns and how they came together, starting with Direct Line’s decision to call in Winston Wolfe.
Burger King: Creativity makes marketing more effective
Molly FlemingBurger King looks outside its sector and beyond its own agencies for creative ideas as it looks to engage consumers around issues such as waste and sustainability.
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Is the Thomas Cook brand worth saving?
Sarah VizardThomas Cook’s collapse into liquidation could mean the end for the 178-year-old brand but if a buyer can be found its heritage and customer love suggests it is worth saving.