Why design and marketing should become strategic partners
Matthew ValentineBrands across the marketing spectrum are reaping the rewards of joining forces with design at the start of the strategic process.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Inside the Army’s plans to promote the ‘transformative’ power of confidence
Charlotte RogersInspired by interviews with serving soldiers, the latest campaign from Army recruiter Capita looks to tap into the “unexpected emotional benefits” of military life.
British American Tobacco strengthens F1 tie-up amid challenges off the track
Matt BarkerAs McLaren’s new principal sponsor, BAT wants to leverage its relationship with F1 to promote its ‘potentially reduced risk products’, as regulations tighten both on – and off – the track.
Could carbon offsetting save aviation’s bad environmental reputation?
Molly FlemingJanuary is a month when consumers typically start thinking about summer holidays. But as consumers increasingly choose their conscience over the temptation to fly, can airlines clean up their act and help people combat ‘flight shame’?
Dell’s CMO on zero-based budgeting: It isn’t just about cutting spend
Sarah VizardOne of the jobs of Dell’s CMO since she took on the role 18 months ago has been “rightsizing” investment across her team after finding a “lop-sidedness” in the business.
Top 100 marketers’ priorities in 2020
Michael BarnettMarketing Week asked members of our Top 100 marketers list for their views on which consumer and industry trends will set the marketing agenda in 2020.
Inside the launch of RBS’s mobile banking brand Bó
Sarah VizardRBS is hoping to take on digital banking upstarts such as Monzo and Starling with an app-only offering aimed at a younger, less financially savvy audience.
What is recommerce and why is it growing in popularity?
Nikki GillilandBrands are increasingly tapping into the desire of consumers to bag a bargain and reduce their environmental impact.
Seven steps for sorting out your marketing measurement
Marketing Week PartnerMeasuring marketing effectiveness holistically requires an organisational commitment to building an analytics-driven culture, which is difficult to achieve but crucial to sustained commercial success.
Coca-Cola and the decline of the chief growth officer
Sarah VizardAs Coca-Cola gets rid of the chief growth officer in favour of a CMO, are we now likely to see other companies follow suit?
Recommended reading: Unfair advantages and the power of co-creation
Matt BarkerMarketing Week reviews the latest books and articles for marketers.
Marketing Week Meets…Galdem CEO Liv Little
Marketing Week ReportersLiv Little founded Galdem, a magazine for women and nonbinary people of colour, while still at university. She tells Molly Fleming how she copes with imposter syndrome and what brands need to do more of.
The rise of consultancies and peak purpose: Marketing moments of the decade, part III
Sarah VizardFrom the rise of consultancies to Unilever’s $1bn acquisition of Dollar Shave Club and Pepsi’s attempt to derail purpose, here is the final installment of Marketing Week’s moments of the decade.
Return on engagement: Why John Lewis and Diageo are turning to personalisation
Matthew ValentineBrands including John Lewis and Diageo claim personalised products drive sales – and not just at Christmas – but those who judge success by ROI may be missing the point.
Inside the campaign of the decade: Aldi’s ‘Like Brands, Only Cheaper’
Marketing Week ReportersAldi’s long-running brand positioning, which tried to be a “real reflection of real life”, saw off competition from brands including Channel 4 and John Lewis to be crowned consumers’ favourite campaign of the 2010s.