Brand of the Year shortlist profiled: Greggs
Michael BarnettGreggs’ marketing prowess has contributed to a year of stellar business results, culminating in being shortlisted for Marketing Week Masters Brand of the Year, powered by YouGov.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Alcoholic kombucha and salmon skin crisps: How Sainsbury’s innovation team chases ‘entrepreneurial heat’
Charlotte RogersLed by marketer Rachel Eyre, the Future Brands team is looking to bring the best challenger brands into Sainsbury’s and solidify the supermarket’s reputation for innovation in the process.
Creativity and effectiveness, brand building, voice commerce: 5 killer stats to start your week
Lucy TesserasFrom the ‘broken’ link between creativity and effectiveness to a lack of understanding of brand building among the C-suite, we arm marketers with all the numbers they need to tackle the week ahead.
Watch: Ritson on how Dove’s Real Beauty campaign found the perfect balance between long and short
Marketing Week ReportersIn this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance between long- and short-term investment led to Dove’s ‘Real Beauty’ campaign and a sales boost.
Brand of the Year shortlist profiled: Cadbury
Michael BarnettCadbury has invested in product innovations and core lines, helping it raise sales, awareness and purchase intent and earning it a shortlisting for Marketing Week Masters Brand of the Year, powered by YouGov.
Burger King CMO on creativity: We are not in the pursuit of random ideas
Charlotte RogersThe recipient of 94 Cannes Lions in four years, Burger King global CMO Fernando Machado is “100% focused on the idea”, as long as it links back to the brand and business strategy.
The CX50 2019 revealed: Our list of the top 50 customer experience professionals
Marketing Week ReportersMarketing Week announces our second annual CX50 list in partnership with Zone and Cognizant, celebrating the individuals excelling at customer experience, demonstrating innovation, influence and impact.
How customer experience is building brands and businesses
Steve HemsleyAs the members of the CX50 list demonstrate, a great customer experience doesn’t just make people feel good, it translates into tangible business results – but the field is getting more competitive all the time.
Why Twitter’s ‘next big ideas’ will be user-generated
Lucy TesserasTwitter has always relied heavily on users when it comes to innovation, but its recently launched prototype app will play a fundamental role in helping the brand stay ahead of consumer demand.
1 Comment
P&G puts focus on reach: It’s a more important measure than spend
Ellen HammettThe marketing boss of the world’s largest advertiser is more interested in measuring reach than spend, with P&G increasingly finding it can use money that would have been “wasted” on frequency to boost the number of people it reaches.
Ad spend forecast, LGBT+ representation, social media harm: 5 killer stats to start your week
Erin LyonsWe arm marketers with all the numbers they need to tackle the week ahead.
1 Comment
Watch: Ritson on how Tourism Australia used the sales funnel to boost effectiveness
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how Tourism Australia used its understanding of the sales funnel to diagnose an issue with intention and create a campaign that boosted tourism spend among US travellers.
How brands are injecting creativity into digital
Charlotte RogersDigital channels are often looked upon as a world of metrics and short-term thinking, but there are opportunities for brands to be creative if activity is underpinned by branding basics.
Just Eat’s boss on the challenge of transitioning from marketer to CEO
Molly FlemingAfter just a few short months, Peter Duffy swapped heading up marketing at Just Eat for leading the entire business, and while he admits it was a shock, his unwavering focus on customers has made stepping up easier.
Reigniting the spark: How brands are coming back to creativity
Marketing Week ReportersMarketing Week Explores: As brands rev up their focus on media and the number of short-term campaigns rocket, what do brands have planned to close the creativity gap?