‘Addicted to results’: Why burnout is impacting marketers
Molly InnesWith burnout seemingly on the rise, it’s never been more important for brands to take the mental health of their employees seriously or risk losing them to the competition.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Better content creation and management: Three best practices to boost your team
Marketing Week PartnerNavigating the latest trends in digital content can feel complex and challenging, here we take a look at a snapshot of some of the latest trends and best practices to help marketers stay ahead of the curve.
Scaling a premium brand: Peroni on its plan to become a top 10 global beer
Josh StephensonPeroni’s global marketing manager on how it plans to drive growth without sacrificing its premium status.
Inflation is falling but do marketers have cause for optimism?
Rachel LawlerInflation in the UK fell to 8.7% in April, but this is unlikely to translate to confident consumers or companies just yet.
M&S’s turnaround and reframing Peloton: 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 the BBC’s brand plans to Oatly’s positioning, it’s been a busy week. Here is my take.
‘Luxury will be redefined’: High-end brands on tackling their packaging problem
Matthew ValentineLuxury brands have always used packaging as an effective way to showcase their quality to the consumer, but with stricter regulations from the EU on the way this is all set to change.
‘It’s about mindset’: Martini on avoiding the pitfalls of age-based segmentation
Josh StephensonMartini is celebrating 160 years of business with a new campaign celebrating its Italian heritage. Its marketing lead tells us how it the brand targets values rather than demographics when finding its next customers.
Is the M&S brand back?
Rachel LawlerM&S surpassed expectations to post stronger than expected FY23 results. It’s an impressive turnaround from two years ago for the retailer which has stuck to its values even in difficult times.
‘Louder, noisier, more provocative’: Oatly on its plans to accelerate growth
Josh StephensonAs Oatly launches its latest campaign thanking the dairy industry for its efforts, the brand’s creative directors discuss provocative campaigns and unique marketing structures.
Why Weetabix’s marketing head took on a ‘fresh challenge’ with a move to HR
Molly InnesWhile HR isn’t the obvious career change for a marketer, it’s a move that’s proving to be rewarding for Weetabix’s former head of marketing Claire Canty, the brand’s new head of HR.
How SMEs are taking an ‘entrepreneurial’ approach to market research
Michaela JeffersonMarket research is a key tool in any marketer’s playbook. But when budgets are being squeezed can SMEs find new ways to make their research spend go further?
Tesla’s advertising U-turn and recruitment challenges: 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 Elon Musk’s backtrack on advertising to lessons from Cadbury’s, it’s been a busy week. Here is my take.
‘Financial fluency’: What recruiting companies need from job-seeking marketers
Molly InnesWith fewer opportunities and a demand to be “commercially astute”, the hiring landscape for marketers in 2023 is challenging, according to recruiters.
3 questions I wish I’d asked as a junior marketer: Kraft Heinz’s Cristina Kenz
Niamh CarrollWinning an argument is not the same as winning an overall result, Kraft Heinz’s Cristina Kenz says, arguing understanding other’s perspectives is vital to get ahead.
How one CMO moved to general management by harnessing the power of brand
Molly InnesAs managing director of card marketplace Thortful, Pip Heywood is using her experience at leading FMCG brands to bolster the scale-up.