How brands can grow in a volatile marketing world
Ellen HammettBrandZ’s top 100 global brands of 2019 reflects the increasingly uncertain economic and geopolitical state of the world.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Online ad spend, high street footfall, Amazon’s revenues: 5 killer stats to start your week
Erin LyonsWe arm marketers with all the numbers they need to tackle the week ahead.
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Watch: Ritson on how Febreze used consumer insights to drive effectiveness
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how P&G’s Febreze went back to basics to understand how it could reclaim its key brand attribute in what had become a generic category.
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Measuring the magic: Why brands need to refocus on the effectiveness of creativity
Sarah VizardWith the increased attention put on determining the impact of media, creativity has seemed to be in decline but new methods and a renewed focus could reignite the spark.
Millennial travel brand Day 8 on the end of the influencer and rise of community
Molly FlemingDay 8 is cutting the use of large-scale influencers as it looks to harness its own holiday-makers and build a community that will appeal to the younger generation.
Marketing Week Meets…Jan Gooding
Russell ParsonsJan Gooding is one the best known and highest regarded marketers in the UK. She tells Marketing Week editor Russell Parsons about her “career limiting” inability to keep quiet and the racism and sexism of 80s ad land.
Why one B2B business is trying to market more like a consumer brand
Sarah VizardSAP has an ambition to become the first pure-play B2B company to make it into the top 10 on BrandZ’s most valuable brands list through a focus on creativity, storytelling and the needs of its customers.
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Why B2B brands need to invest in brand marketing
Steve HemsleyCreativity and storytelling were previously seen as a luxury afforded to B2C brands but B2B marketers are waking up to the effectiveness opportunity investment can bring.
MoneySuperMarket tests ‘better balance’ of short- and long-term metrics
Sarah VizardThe price comparison site has previously been focused on more short-term metrics but wants to better understand marketing effectiveness “in the round” and align it with business objectives.
Ad spend, consumer confidence, price rises: 5 killer stats to start your week
Erin LyonsWe arm marketers with all the numbers they need to tackle the week ahead.
Walkers launches biggest ever marketing campaign as it looks to ‘rejuvenate the brand’
Molly FlemingWalkers has enlisted the help of the Spice Girls as it looks to create “talkability” around the brand and boost its appeal among “millennial families”.
Watch: Ritson on the effectiveness of Tide’s 2018 Super Bowl ad
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how Tide used a key strategic insight to defend its significant price premium and market share in an increasingly commoditised market.
Women’s World Cup: How brands are leveraging a ‘culturally relevant’ moment
Erin LyonsWomen’s football is quickly gaining momentum with the 2019 FIFA Women’s World Cup tipped to lure one billion viewers offering advertisers a momentous opportunity to tap into a “culturally relevant” conversation in a growing commercial market.
Citroën’s marketing boss: If our job is only metrics and sales, we are not marketers anymore
Molly FlemingAs Citroën celebrates its centenary, its marketing boss is looking to the past and the future both of the car industry and marketing.
How creativity is changing in a mobile-first era – and why it matters to marketers
Michael BarnettAt a D&AD Festival fringe event hosted by Facebook, jury members discussed how creative is having to change to meet the demands of mobile devices and consumer behaviour – and what marketers need to understand to create effective advertising.