Saga on why its age diverse workforce is helping it become a ‘superbrand’
Molly InnesSaga believes its commitment to retain and value age diverse talent will help the business thrive amid the ‘Great Retirement’.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
What’s the problem with marketing apprenticeships?
Charlotte RogersMarketing Week’s Opening Up campaign is calling on brands to democratise access to marketing careers. A starting point would be addressing the persistent slow uptake of marketing apprenticeships.
‘It’s our job to make retail exciting’: Why Lush is investing in ‘better’ stores
Michaela JeffersonHigh street and shopping centre footfall may be in long-term decline, but beauty retailer Lush believes it can offer an experience that will drive customers in-store.
How newsletter sponsorships can supercharge your marketing plan
Marketing Week PartnerWhat’s a newsletter sponsorship, and how can it work for your brand? Here’s what you need to know to make the most of this tactic.
Brands on why loyalty is their ‘secret weapon’
Molly InnesWith new research revealing a 7% drop in consumer participation in loyalty schemes, brands from Boots to BMW are innovating their propositions to keep consumers engaged.
Sir Frank Lowe on the birth of Stella’s ‘Reassuringly Expensive’
Charlotte RogersFrom flower sellers to ice skating priests, the two-decade long campaign propelled Belgian beer brand Stella Artois from sluggish sales into a market leader with a place in advertising folklore.
What does the rising popularity of supermarket own-label ranges mean for brands?
Niamh CarrollSupermarket own-brand products now account for over 50% of sales, but there remains plenty of room for brands to make their mark on consumers amid the cost-of-living crisis, analysts say.
‘Worrying’: Marketers react to Channel 4 privatisation
Lucy TesserasBrand leaders have questioned the government’s decision to push ahead with the privatisation of Channel 4, with some fearing it could impact creative effectiveness.
Meet the marketers turning the tide on ageism
Molly InnesBrands are often accused of being too ‘youth focused’, but some are trying to bring about change, starting with seeing consumers aged over 50 as individuals.
Unilever’s new CMO title and squad-based working: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Unilever’s decision to drop ‘marketing’ from the CMO title to Zoopla’s squad-based working evolution, it’s been a busy week. I’m stepping in for Russell this week so here is my take.
How data can empower brands to engage on the customer’s terms
Marketing Week PartnerAt the Festival of Marketing, Vodafone and Tealium talked through the personalisation promise being delivered by customer data platforms.
Tribes, teams, squads: Zoopla on the ‘nitro boost’ of agile working
Charlotte RogersOn a mission to help his marketers hit the ground running and inspired by the mentality of elite athletes, Zoopla CMO Gary Bramall reached for the agile playbook in a bid to ramp up performance.
Why serving customers well starts with mindset and culture
Morag Cuddeford-JonesCustomer-centricity is about much more than customer analysis. At the DX Summit, senior marketers across energy, sport, media and automotive pointed to the values that keep customers – and employees – engaged.
Use ‘agile intelligence’ to keep pace with a digital world
Marketing Week PartnerIn the last two years, the digital ecosystem has changed drastically, as has the way customers engage and interact with digital platforms. Yet currently too few companies are managing to keep up and reflect this ‘new normal’. So, what’s the solution?
Can marketing ever be a ‘green’ job?
Matthew ValentineWtih 11% growth in ‘sustainability’ as a skill for marketing jobs in the past year, do marketers have the right skills to thrive in the green economy?