Why emotional reactions are a better indicator of behaviour
Consumers do not always say what they mean, which is giving rise to new forms of market research based on emotional reactions.
Adidas on redefining influencer marketing through dark social
Charlotte RogersDark social squads of hyper-connected brand advocates are fuelling Adidas’ bid to become the “hottest social currency” in football.
Fitbit is moving further into healthcare
Leonie RoderickFitbit is focusing more heavily on healthcare, as it looks to produce products that aid consumers with chronic health conditions such as diabetes and cardiovascular disease.
Nestlé’s global head of marketing on why he hates ‘data-driven marketing’
Sarah VizardTom Buday speaks about tech innovation, staying creative and why marketing should remain people driven, not data driven.
Marketing Week Top 100 2021: The top marketers in general retail
Marketing Week ReportersMarketing Week reveals the top 10 marketers in general retail, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
What marketers can learn from brands undergoing an IPO
Michaela JeffersonMarketers at publicly listed companies have to bring investors onside if they’re to justify long-term spending plans, a feat achieved through better communication of strategy, growth and the value of brand.
John Lewis and Waitrose report ‘encouraging progress’ on five-year turnaround strategy
Michaela JeffersonThe John Lewis Partnership has reported strong results from its scheme to bring the John Lewis and Waitrose brands closer together, as well as from the launch of its value Anyday range.
Marketing That Matters: How automation helps Uswitch succeed amid ‘cut-throat’ competition
Marketing Week ReportersUswitch’s marketers explain how the comparison brand stays ahead of rivals, diving into its paid search automation journey and its shift from a channel-focused to a customer-focused approach to marketing.