Marketing Jobs In The Future
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Analysis Uncategorized
Ritson: Only a fool would bet against Amazon succeeding on the high street
Mark RitsonNewly leaked documents suggest Amazon has begun a concerted push to become a grocery retailer on the British high street. Our columnist looks at why it will eventually triumph, and why this new move is a big part of the omnichannel revolution.
News Uncategorized
Jaffa Jonuts scores hole in one with September's most effective outdoor ad
Michaela JeffersonThe Jaffa Jonuts ad campaign scores in the top 15% of all UK ads for branding and in the top 20% for short-term sales potential, according to the latest edition of 'The Works' study.
Analysis Uncategorized
How Maltesers plans to shatter the taboos around maternal mental health
Charlotte RogersThe chocolate brand is teaming up with Channel 4 on the second phase of its campaign to raise awareness of maternal mental health, encouraging the public to swap social media likes for genuine support.
Analysis Uncategorized
Three ways Diageo plans to use marketing to grow market share
Manny PhamOn a mission to drive a 50% increase in market share by 2030, Diageo claims to have an "unprecedented" degree of confidence in its marketing investment thanks to effectiveness tool Catalyst.
Analysis Uncategorized
'Average audiences mean average results': GSK on bringing diversity into research
Michaela JeffersonMarketers are "setting themselves up to fail" if they rely on averages and don't make an effort to include diverse communities in their marketing strategy from the beginning, says senior media director Jerry Daykin.
Analysis Uncategorized
'It was a risk': Lidl on its quest to conquer the UK by surprise
Charlotte RogersFrom grocery minnow with a perception problem to stealing chunks of market share from the 'big four', Lidl flipped the script in 2013 by ditching its established leaflet marketing strategy in favour of long-term creative idea 'Lidl Surprises'.
News Uncategorized
Consumer confidence returns to growth despite inflation fears
Manny PhamDespite record breaking inflation and higher living costs, this month's GfK data shows an increase to major purchase intentions and a positive outlook for the economy.
News Uncategorized
How shifting spend into brand helped Gousto 'supercharge growth'
Michaela JeffersonIn 2018, 80% of Gousto's sign-ups came through performance marketing. Now, following three years of rapid growth, the business is seeing greater results from its investment into brand.
Analysis Uncategorized
Prepare your brand to surf the next major wave
Michael BarnettThe example of record-breaking surfer Garrett McNamara shows how preparing with the right toolset puts you in position to take advantage of opportunities.
Ecommerce
How brands can stand out on the digital shelf
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Lifebuoy
On using purpose to become a €1bn brand
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Sustainability
Marketers on their mission to go green
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Latest
News Uncategorized
'Anti-social': Why Lush is resurrecting its social media ban
Michaela JeffersonChief digital officer Jack Constantine tells Marketing Week about the beauty retailer's plans to come off social media for the second time, why it has decided to make a stand and what went wrong the first time round.
Analysis Uncategorized
Diageo's growth plan and the story behind 'Lidl Surprises': Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From Diageo's plan to fuel growth to building diversity into insight, it's been a busy week. Here is my take.
News Uncategorized
UK customer experience dips for first time in four years
Matthew ValentineWhile consumers say experience has taken a downturn, digital-first brands and businesses with a sustainability agenda are bucking the trend.
Analysis Uncategorized
Lessons in influence: How to make your B2B content work harder
Rob MitchellThe best B2B content and messaging doesn't just inform its audience or impress them with its arguments – it influences and inspires them, too. Follow these recommendations to master the art of creating content that audiences can't ignore.
Cartoon Uncategorized
Marketoonist on shrinkflation
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
News Uncategorized
'It's customers that mark our homework': M&S Food's top marketer on its turnaround
Matthew ValentineM&S Foods' Sharry Cramond was talking at an event hosted by YouGov during which it revealed the "best brands" of 2021.
Analysis Uncategorized
Climbing the digital property ladder: Helping real estate brands move with the times
Kate FitzpatrickThe real estate industry is transforming and there are a host of opportunities that brands in the sector can grasp to stay ahead of the competition.
News Uncategorized
Evolution not revolution: How Rimmel and Max Factor are repositioning for growth
Manny PhamBy repositioning Rimmel and Max Factor, Coty has been "redefining" what each brand stands for while staying true to their heritage, a move which is already helping to shift the dial, according to marketing director Ian McCarthy.
Focus On
Christmas
Analysis Uncategorized
Ritson: Christmas advertising is drowning in marketers' fake tears
Mark RitsonChristmas 2021 is shaping up to be an exercise in hyper-emotional brand bullshit, with Coca-Cola even choosing to edit itself out of its own campaign. But don't worry, the holidays are still coming.
News Uncategorized
McDonald's CMO on why 'feel-good marketing' is key for the brand this Christmas
Manny PhamAs McDonald's launches its first Christmas campaign with Michelle Graham-Clare as UK CMO, she explains why connecting with families over the festive season is critical and where growth will come from going forward.
Analysis Uncategorized
Beautiful or bland? Marketers react to the John Lewis Christmas ad
Marketing Week ReportersA shift in tone from last year's offering and a break with Waitrose, John Lewis gambled by bringing its festive campaign forward a week to feed consumer demand for all things Christmas. Has this strategy paid off?
News Uncategorized
M&S Food expects social media to be 'bigger' than TV for Christmas campaign
Michaela JeffersonM&S Food's marketing director Sharry Cramond is betting on the strength of the Percy Pig character for the supermarket's biggest campaign in several years.
Opinion
Opinion Uncategorized
Brand characters could be the most undervalued asset in B2B marketing
Peter WeinbergIt's hard to tell a great story without a great character but most B2B brands seem reticent to entertain the idea. One exception is Salesforce, which introduced Astro who helped revitalise the brand and make it interesting again.
Opinion Uncategorized
We cannot tackle the climate crisis without the full backing of advertisers
Phil SmithIf brands want to have licence to talk about the environment they need to show they understand the problems and are making moves to mitigate their impact.
Opinion Uncategorized
Christmas can be an opportunity to learn for marketers stuck at dead-end firms
Secret MarketerChristmas is a special time for marketers stuck in dead-end companies, more interested in their operations than their customers, as it gives them an opportunity to hone skills and test things out.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK's top agencies. Brought to you by Oystercatchers.
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Mark Ritson
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Helen Edwards
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Marketoonist
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Reports
In-depth, actionable guides to the latest developments in marketing
From 
A deep dive into the unstoppable rise of TikTok, virtual influencers and synthetic media
Report
Digital Shift: Amazon's 'phygital' play and the rise of synthetic media
The key basics that form the foundation for data strategy
News
The fundamentals of marketing measurement and analytics
The importance of data and its relationship with business success has been a key theme in many a marketing discussion in recent years.
How to be agile and drive innovation through times of disruption
Report
Digital transformation: Agility and innovation best practice guide
As digital technologies drive rapid change in customer behaviour, expectations, and market and competitive dynamics, and with long-term trends dramatically accelerated by Covid-19, businesses need to find ways to be more responsive.
Marketing Effectiveness
News Uncategorized
'It's time to shout about the brand': How Purplebricks plans to win over sceptics
Michaela JeffersonNew CMO Ben Carter has launched the online estate agency's biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
Opinion Uncategorized
How rethinking 'value' can improve effectiveness
Robin BonnThere's growing momentum around a refocus on outcomes over agency inputs, but by defining 'value' too narrowly, marketers risk missing the opportunity.
News Uncategorized
Senior buy-in vital to accelerate culture of marketing effectiveness, IPA finds
Michaela JeffersonAs IPA research reveals effectiveness culture scores rise significantly in brands where the value of marketing is understood by senior leadership, creating a roadmap could be the answer to securing C-suite support.
Brand Positioning
Analysis Uncategorized
Amazon: Customer anecdotes are as important as data
Marketing Week ReportersReading the 'tea leaves of culture' and choosing to prioritise empathy are reasons why the global ecommerce giant continues to grow at pace, according to Amazon Studios CMO Ukonwa Ojo.
Analysis Uncategorized
Just Eat on how it became part of people's 'way of being'
Marketing Week ReportersThe online delivery brand's marketing boss believes that it has now become an essential part of our everyday lives, rather than an occasional treat.
News Uncategorized
Motorway's Lloyd Page on using long-term fame to fuel 'accelerated growth'
Charlotte RogersPoised to grow by 300% in 2021, used car sales platform Motorway is embarking on a major new campaign to drive brand awareness and achieve future fame.
Design & Branding
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Analysis Uncategorized
If the old logo ain't broke, fix it anyway: Ritson's rules for playing with brand codes
Mark RitsonThose questioning the updates to Heinz's slogan and the British Rail logo miss the salience the brands will gain – but there are rules for playing with brand codes effectively.
Analysis Uncategorized
Is Pfizer's 'Comirnaty' genius branding or a major misstep?
Michaela JeffersonPfizer's newly named Covid vaccine has been met with ridicule and scorn, but while some believe it makes "little logical sense" others think it could be part of a bigger play by the pharmaceutical giant.
Analysis Uncategorized
How Team GB rewrote the rules of Olympics marketing on a shoestring
Matthew ValentineA strategy of hijacking sponsors' media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
Marketing Week Jobs
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Join our roundtable series in partnership with eBay
Marketing Week PartnerBe part of an exclusive programme of events for marketers in the FMCG, finance, media and technology, home and garden, and fashion and lifestyle sectors.
Analysis Uncategorized
Marketing Week Top 100 2021: We reveal the UK's most effective marketers
Marketing Week ReportersMarketing Week reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.
Inside B2B
Michael BarnettMarketing Jobs In The Future
Source: https://www.marketingweek.com/
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