How marketers can optimise spend to deliver a 50% uplift in ROI
Marketing Week PartnerNielsen’s new analysis shows 50% of planned media channel investments are too low for optimal ROI, while planned spending overall is also 50% too low.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
How UKTV increased market share by ditching ‘disposable’ marketing
Marketing Week ReportersBy focusing on long-term brand building over short-term ‘Bat-Signal’ marketing, UKTV has been able to grow the share of some of its key channels by a “very significant” amount.
Why one investment firm is taking its brand portfolio ‘to the spa’
Molly InnesSince joining Blackstone from Droga5 last summer, Jonny Bauer has been on a mission to enhance the strategic muscle of brands across the private equity firm’s portfolio.
Why brands are putting TikTok at the heart of their ecommerce strategy
Megan TatumTikTok has become a key driver, not just of reach and awareness, but also conversions and sales, which is seeing it take a core role within brands’ ecommerce strategies.
EX = CX²: The links between employee and customer experience revealed
Morag Cuddeford-JonesA strategic approach to employee experience is fundamental to brands excelling at customer experience, new research by Marketing Week, Zone and Cognizant has found.
Inside the winning marketing formula behind London 2012
Molly InnesA commitment to data, combined with the campaigning spirit of the Obama administration, helped the marketers behind the London 2012 Olympics build a lasting legacy.
Meet the brand ripping up the tech marketing playbook
Molly InnesMobile phone disruptor Nothing is looking to add human warmth back into tech, says co-founder and head of marketing Akis Evangelidis.
Dell: Brands are doing themselves a disservice separating B2B and B2C
Molly InnesLooking for the similarities, rather than differences, between B2B and B2C is the strategy at tech giant Dell, explains global brand boss Liz Matthews.
What’s the future for innovation in the age of inflation?
Matthew ValentineCould “commercial creativity” be key to surviving record breaking inflation? Burger King and Heineken explain why investing in innovation now will pay off later.
How one brand switched its business model in under a week
Charlotte RogersUsing value curve analysis, mental health brand Spill pivoted its entire product and approach in just six days.
‘Bulletproof’ metrics and increased marketing investment: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From brands mitigating the impact of rising costs by increasing investment in marketing to calls for a standard set of effectiveness metrics, it’s been a busy week. Here is my take.
‘It’s terrifying’: Can marketers reverse a culture of bad briefs?
Matthew ValentineWith a pandemic and cost of living crunch causing unprecedented issues, a lack of retained relationships and loss of confidence on both sides, what can brands and agencies do to make briefing better?
Papa John’s marketing boss Jo Blundell on her career of two halves
Molly InnesWith a career spanning experience agency and brand side, Papa John’s Jo Blundell explains why she believes marketing is the “inspiration centre” of business.
Introducing the ‘compassionate warriors’: Macmillan’s marketing chief on its pursuit of relevance
Russell ParsonsAfter seeing donations tail off post-pandemic, Macmillan Cancer Support has been working to boost relevance, with its latest marketing activity – a three-part documentary series in partnership with Channel 4 – firmly focused on storytelling.
Standardising effectiveness: Marketers on the opportunity and challenges
Michaela JeffersonCommunicating marketing effectiveness is a challenge for all marketers, made no less difficult by the lack of common definition. Is standardisation the solution?