In-depth features, interviews and insights into marketing’s biggest issues.
After leaving the corporate world and big names like Unilever and Coca-Cola for roles at Sipsmith and Allplants, Shelley Macintyre likes to work with businesses at the inflection point when scrappy startups become brand-focused scale-ups.
The growth in ecommerce creates more, not less, need for brand marketing, in order to replace the mental availability lost through less interaction with physical products.
Retailers including Tesco, M&S, and Asda are teaming up with other brands to create a “one-stop-shop” for consumers who are squeezed for both time and money.
From building brands at Ancestry and Betfair to taking on the incumbents at Moo and Hometree, Paul Lewis has built his career on growing startups and injecting “brand flair”.
Consumer research from GfK reveals how post-pandemic behavioural trends are playing out, and what marketers should do to adapt.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From breaking down the barriers between marketers and data scientists to getting buy-in from senior stakeholders, it’s been a busy week. Here is my take.
Wickes CMO Gary Kibble explains Covid not only opened the brand up to new customers and channels, it gave the wider marketing discipline the “wake up” call it needed.
The Ogilvy vice-chairman argues brands’ focus on efficiency when implementing digital change is leading to “average” solutions, which don’t answer consumer needs.
Digital buyer journeys in B2B are not going away, so sales and marketing teams must continue to adapt, breaking down silos and following the data in order to keep improving.
Marketing in the construction sector is evolving, shaking off its image as the home of pens and PowerPoints to become an engine of portfolio growth, says Wienerberger marketing director Rachel Hughes.
With loyalty schemes being either launched or revamped in growing numbers, the more consumers see of best in class propositions the more brands must fight to meet their expectations.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From global brands suspending operations in Russia to calls for greater workplace flexibility, it’s been a busy week. Here is my take.
Managing director of Marketing Week’s 2021 Brand of the Year, Paula MacKenzie outlines why strategic, undeniable and fame-generating ideas help KFC attain higher levels of creativity.
Building brand partnerships, CRM and publisher ecosystems are all crucial for when third-party cookies disappear. Don’t expect to achieve them overnight.
In the first episode of a new series, three marketing heavyweights make their case for the marketing buzzwords, theories and jargon that must be banned from marketing – which do you want to see consigned to Marketing Week’s Room 101?