How Gorillas overcame ‘friction’ to align brand and performance
Molly InnesDespite early challenges aligning its marketing teams and receiving a ban from the ASA, Gorillas is committed to marketing as one of the remaining fast delivery startups.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
LinkedIn at 20: What comes next for the social giant?
Molly InnesAs LinkedIn enters its third decade, the professional network’s CMO tells Marketing Week it is reflecting on its past to inform its future.
‘Nothing good ever came easy’: Can marketers marry profit growth with sustainability?
Michaela JeffersonWith 94% of marketers believing it’s part of their job to push sustainability, it’s important to understand how it can drive profit as well as doing good.
This Much I Learned: The DNA of Guinness and why that matters in 2023
Marketing Week ReportersGuinness is on a roll, with sales on the up and a recent claim to be UK’s favourite pint. In this latest episode of This Much I Learned, two of architects of that success, Grainne Wafer and Neil Shah, discuss how the brand’s past informs the present.
Where should brands turn when trust is in short supply?
Marketing Week PartnerResearch shows news brands can help advertisers establish a trusting relationship with consumers that translates into profit.
‘Refresh rather than rebrand’: Why Pets at Home is simplifying its brand portfolio
Josh StephensonPets at Home has “refreshed” its brands, bringing them all under the Pets umbrella as it looks to draw better connections between the different arms of the business.
Marketers have the best view of how brands can achieve their ethical goals
Helen EdwardsThe average marketer can’t determine a brand’s ethical values, but is best placed of all to see the risks and opportunities of putting them into practice.
Why brands are banking on new store formats amid cautious return to the high street
Matthew ValentineWith a host of retailers returning their attention to physical retail, finding new formats that entice consumers could be key to growth.
Adidas on its strategy to stop women dropping out of sport
Marketing Week ReportersTo coincide with the launch of its period-proof product, Adidas created a free lesson plan equipping young people with the tools to manage their cycle through nutrition and exercise.
Why Starling Bank decided to ‘reinvent’ B2B marketing
Marketing Week ReportersDetermined not to come across as “another tone-deaf bank”, Starling Bank decided to bring substance and consumer-first thinking together to show it is taking business seriously.
Les Binet’s five keys to maximising profit in tough times
Marketing Week PartnerDespite the threat of recession, marketers are not powerless to drive growth, as a new video series from the renowned effectiveness expert explains.
‘We always follow the customer’: John Lewis’s marketing boss on its loyalty plans
Josh StephensonWith the development of its revamped pan-partnership loyalty proposition underway, the business is hoping to encourage more “cross-shopping” across John Lewis and Waitrose.
‘It’s a reflection of culture’: The evolution of B2B employer branding
Molly InnesIn a challenging recruitment market, B2B businesses are focusing on their employer branding to attract top talent. Those who neglect it could be left behind.
A new definition of trust: Why it’s about more than ethics
Marketing Week PartnerBuilding brand trust has a direct relationship to profit. Research from Newsworks reveals a new perspective on what’s behind it, its direct relationship to news brands, and how it can be managed to drive marketing effectiveness and revenue.
‘In sync with the zeitgeist’: How Evian plans to increase its ‘premium appeal’
Josh StephensonFollowing its latest collaboration with fashion brand Balmain, Danone Waters’ top marketer shares the benefits of cross-brand partnerships and why it has a responsibility to “push the sustainability agenda”.