In-depth features, interviews and insights into marketing’s biggest issues.
At a roundtable hosted by Marketing Week in partnership with Facebook, marketers debated the cost of hindering consumers on the way to making a purchase, and how brands can keep them coming back with smooth, hassle-free experiences.
Marketing Week columnist Mark Ritson explains how Gillette balanced mass marketing with targeted campaigns aimed at specific segments to convince Mach 3 users to upgrade to Gillette Fusion.
We arm marketers with all the numbers they need to tackle the week ahead.
An unprecedented number of brands are jumping into women’s sport sponsorships, but are they doing enough to advocate for female athletes or just benefitting from the wave of popularity?
In just 8 months KP Snacks marketing director Kevin McNair has halved strategic agencies, in-housed social and introduced an innovation hub all in a bid to streamline the brand to keep up with its diverse portfolio and changing consumer trends.
The emergence of TikTok suggests short-form video is more resilient, among both consumers and advertisers, than might previously have been believed but it will face challenges to maintain its popularity.
The streaming service is among the UK’s most talked-about brands, with high consideration, purchase intent and loyalty justifying its place on the Marketing Week Masters Brand of the Year shortlist, powered by YouGov.
Lego CMO Julia Goldin tells Marketing Week’s Ellen Hammett about the brand’s mission to inspire the ‘builders of tomorrow’, plus a special report from Salesforce World Tour in London
Marketing campaigns driven by social conscience have given Nationwide strong brand foundations and earned it a place on the shortlist for Marketing Week Masters Brand of the Year, powered by YouGov.
Brands can drive growth momentum by being ‘meaningfully different’, but very few should expect to grow market share immediately, according to new research from Kantar.
The financial services sector may be big and cumbersome, but brands are using an increasing number of data sources, focusing more on customer experience and engaging more customers in real time than ever before.
Ikea’s innovation and sustainability commitments have positioned it above competitors in consumers minds, earning it a nomination for Marketing Week Masters Brand of the Year, powered by YouGov.
The world’s largest consumer brands are sharpening their portfolios, culling unprofitable ranges to free up investment for experimentation and to capitalise on the latest trends.
From augmented reality mannequins to ultra-customisation, the parent company of Vans and Timberland wants to prove big corporations can embrace change fast and stay relevant in a volatile retail landscape.
‘Queen of shops’ Mary Portas believes retail is entering an exciting period where innovation is key and the future of the high street depends on community, connections and removing ‘friction’.