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Marketing Week predicts the key issues and challenges that will reshape marketers’ working world in the year ahead.
Marketers have enjoyed a booming year in a number of sectors, whether driving the rising popularity of women’s sport, or responding to fresh brand opportunities provided by big mergers. Meanwhile, fast-fashion retailers have seen soaring sales, but the conversation might be about to change.
The high street saw more failures and microtargeting came in for close scrutiny, while pressure grew on agencies, influencers and makers of sugary foods.
As the world adapts to new ways of working, Unilever boss Alan Jope says leaders today must learn to master their “inner game” before they can focus on driving business performance.
With more than 5,000 complaints, Tesco’s Christmas ad is the most complained about of the year, but the Advertising Standards Authority has ruled it is not “irresponsible” so will not be taking further action.
The online fitness giant’s first permanent store will dedicate less space to selling clothing apparel and more to customer experiences, as it builds out an “ecosystem of touchpoints”.
Kevin the Carrot and Ebanana Scrooge have driven Aldi to the top of the Christmas rankings this year, as the supermarket continues its effectiveness streak.