How brands can align sales and marketing more effectively to drive growth
Steve HemsleySuccessful marketing campaigns generate business growth and are even more effective when an organisation’s marketers work collaboratively with the sales team.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
How Green Flag’s ‘game changing’ England sponsorship put the brand on the map
Charlotte RogersDespite getting off to a bumpy start thanks to a riot in Dublin, Green Flag’s £4m push to become the debut sponsor of the England football team paid off in brand awareness during Euro 96 and beyond.
Turn your site into a lead generating machine
Marketing Week PartnerYour website is your shop window but many small business fail to pay attention to what potential customers do there or how that activity can be turned into leads and revenue.
From ‘dry and boring’ to a brand with ‘attitude’: How PizzaExpress plans to reverse its fortunes
Michaela JeffersonThe brand’s new marketing boss believes a focus on innovation and digital transformation, as well as taking a few more risks creatively, will enable PizzaExpress to attract a new customer segment.
Marketing expertise and strategic thinking: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the importance of marketing expertise over sector experience to the value of proper brand diagnosis, it’s been a busy week. Here is my take.
Why Lush follows ‘no rules’ when it comes to brand purpose
Charlotte RogersRather than dialling back its purpose work, Lush used the Covid crisis to ramp up support for grassroots groups and returned to social media more than a year after quitting Facebook and Instagram.
Which retailers are winning the battle for third party brands?
Matthew ValentineWhile M&S and Next can see a profitable future in selling third party brands, has John Lewis got its strategy wrong?
Nationwide on why flexibility can only come from certainty
Marketing Week ReportersCMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
Why brands that put customer experience first are now reaping the benefits
Morag Cuddeford-JonesOrganisations with greater CX maturity are seeing their ability to demonstrate returns put them in a stronger position to invest, at a time when digital experiences are making the difference in winning customers’ business.
Why Evian made the call to retire its roller-skating babies
Manny PhamA key fixture of its long-standing ‘Live Young’ campaign, Evian made the decision to switch its marketing focus to sustainability as the brand’s top marketer believes people now “want to know what’s behind the brands” they consume.
Five ways to speed up creative projects between brands, agencies and partners
Marketing Week PartnerCreative work can be made more efficient by minimising confusion in the review process and making responsibilities clear – and by adopting the right technology to help.
Marketing That Matters: How Samsung built up its direct-to-consumer business during Covid-19
Marketing Week ReportersKey figures behind Samsung’s UK direct-to-consumer proposition explain how the brand replicates the benefits of bricks-and-mortar retail online, how paid Search came to account for one in three website sales, and the secrets of an adaptive and successful brand-agency partnership.
Marketers on why switching sectors can keep your career fresh
Matt BarkerFrom questioning the relevance of industry jargon to freeing themselves from legacy thinking, some marketers believe switching sectors is a sure route to career progression.
Effective marketing and brand characters: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From crowning Walkers’ ‘CrispIN or CrispOUT’ as April’s most effective ad campaign to exploring the resurgence of brand characters, it’s been a busy week. Here is my take.
Why brands must be ‘mindful’ of product placement in the age of star power
Manny PhamAnalysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.