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* News * Insight * Opinion * Knowledge Bank * Festival of Marketing * Marketing Week Awards * Mini MBA * All sections LoginAbout/BuySearchMenu Analysis Uncategorized ‘CHANGE THE NARRATIVE’: HOW TO DELIVER THE MOST WHEN YOU’RE ASKED TO DO MORE WITH LESS Michaela Jefferson While budget cuts are never welcome, by reframing it as an opportunity to rethink how things are done, marketers might be able to turn a negative into a positive. Subscriber Exclusive Subscriber Exclusive 5 Apr 2024 6:10 am News Uncategorized VALUE OF TOP 100 B2B BRANDS UP 10% VERSUS LAST YEAR, STUDY FINDS Niamh Carroll B2B businesses have been investing more in brand building, and appear to now be reaping the rewards, with the value of the top 100 most valuable B2B brands increasing by a quarter of a trillion US dollars this year. 4 Apr 2024 10:00 pm Analysis Uncategorized ‘WE’RE NOT FIDDLING AROUND THE EDGES’: HOW ONE B2B GIANT WENT ALL OUT FOR BRAND Matthew Valentine Addressing its reputational crises head on with new podcast series, mining company Rio Tinto is on a mission to nurture its brand. Subscriber Exclusive Subscriber Exclusive 4 Apr 2024 3:16 pm Analysis Uncategorized ‘BEAUTY IS IN THE EYE OF THE BEHOLDER’: HOW MARKETERS ARE CONVEYING BRAND VALUE Niamh Carroll Whether relying on valuations from consultancy groups, analysing pricing power or opting for bespoke metrics, there is no set definition on how to judge brand impact. Subscriber Exclusive Subscriber Exclusive 4 Apr 2024 7:01 am News Uncategorized NATIONWIDE ADS BANNED FOR ‘MISLEADING CUSTOMERS’ OVER BRANCH CLOSURES Matthew Valentine After a series of complaints, including from rival Santander, the ASA ruled consumers may be led to believe the building society would not close branches in the long term. 3 Apr 2024 12:01 am News Uncategorized QUARTER OF MARKETERS FEEL PRESSURE TO RETURN TO THE OFFICE Charlotte Rogers Despite pressure building for marketers to return to the workplace, more than half recognise the importance of hybrid working. 2 Apr 2024 6:14 am Analysis Uncategorized ‘IT’S DESTABILISING AND UNSETTLING’: HOW TO MANAGE TEAMS FACED WITH DELIVERING MORE WITH LESS Michaela Jefferson The need to deliver growth on a reduced budget is the reality for many marketers but its not just a job of optimising investment. For marketing leaders, it’s also about maintaining motivation and managing expectations. Subscriber Exclusive Subscriber Exclusive 27 Mar 2024 5:00 pm Opinion Uncategorized IS THIS APPLICABLE TO B2B MARKETING? PLEASE STOP ASKING Mark Ritson This week our marketing columnist asks and then answers the most annoying question of them all. 28 Mar 2024 1:48 pm Analysis Uncategorized SECRETS TO EARNING EMOTIONAL LOYALTY: HOW GREEN INITIATIVES DRIVE CUSTOMER ENGAGEMENT Marketing Week Partner Find out how brands can use sustainability for stronger relationships with customers. Sponsored by Comarch BUDGETING MATTERS News, views and insight on budgeting and planning Read more CAREER & SALARY SURVEY Exclusive news and features based on the findings of the survey Read more AI: BEYOND THE HYPE A detailed look at AI’s potential impact and limitations Read more LATEST More Analysis Uncategorized HOW ITV TURBOCHARGED MARKETING’S INFLUENCE WITH STREAMING REBOOT Marketing Week Reporters According to employees, the marketing department is being taken more seriously than prior to the launch of revamped streaming service ITVX. News Uncategorized HOW SPECSAVERS, ROWSE HONEY AND QUAKER PROVED THE ‘POWER OF PRINT’ Matthew Valentine From dialling up the humour to tackling social injustice, these companies successfully used print to build long term brand equity, according to Kantar’s ‘The Works’ study. 4 Apr 2024 7:00 am Analysis Uncategorized THE RED-FLAG SIGNS IT’S TIME TO RETHINK YOUR MARKETING TECHNOLOGY Marketing Week Partner If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know. Sponsored by Marigold News Uncategorized NATIONWIDE CLAIMS AD BAN AN ‘OPPORTUNITY’ AS CREATIVE REVISED Charlotte Rogers The building society has brushed aside the ban for “misleading” claims over brand closures, updating its adverts with renewed branch pledge. 3 Apr 2024 3:08 pm News Uncategorized SAINSBURY’S FOLLOWS TESCO WITH ‘LOW EVERYDAY PRICES’ PUSH Niamh Carroll Sainsbury’s new initiative, which replaces its Price Lock promotion, bears an identical name to a similar scheme from Tesco. 3 Apr 2024 11:50 am Analysis Uncategorized ‘LOOKING OUT OVER THEIR EMPIRE’: UNPICKING THE PRESSURE TO ATTEND THE OFFICE Charlotte Rogers An ego trip for leaders or a reasonable adjustment post-Covid? Marketers discuss the mounting pressure to return to the workplace. Subscriber Exclusive Subscriber Exclusive 3 Apr 2024 6:47 am Analysis Uncategorized HOW RANGE ROVER AND SKY JOINED FORCES TO CREATE ‘EVENT TV’ Marketing Week Reporters The car brand enlisted the help of Sky Media to take the launch of the Range Rover Sport from standard branded content to must see TV. News Uncategorized ALDI DOUBLES DOWN ON PRICE PROMISE AS GROWTH SLOWS Matthew Valentine The discounter has pledged to cut more prices in 2024 than ever before. 2 Apr 2024 2:12 pm FOCUS ON Empowering female marketers Analysis Uncategorized ‘WE’RE AT A SYSTEMIC DISADVANTAGE’: FEMALE MARKETERS ON WORKING HARDER FOR LESS PAY Josh Stephenson Not only having to deal with a gender pay gap, women in marketing are more likely to take on additional responsibility without an uplift in pay. It’s a problem with no easy solutions but bubbling frustrations. Subscriber Exclusive Subscriber Exclusive 9 Feb 2024 6:24 am News Uncategorized MARKETING’S GENDER PAY GAP NARROWS, BUT REMAINS DOUBLE THE NATIONAL AVERAGE Molly Innes Exclusive data from Marketing Week’s 2024 Career & Salary Survey reveals the gender pay gap for full-time workers has improved, but only by a minimal 0.5 percentage points. 7 Feb 2024 7:02 am Analysis Uncategorized ONE MARKETER ON THE IMPORTANCE OF HAVING STRONG FEMALE ROLE MODELS Molly Innes With stints at LVMH, Estée Lauder and Makeup by Mario under her belt, Estrid’s first chief brand officer Nico Morga Alden’s “risk prone” approach to her career has served her well. Subscriber Exclusive Subscriber Exclusive 22 Sep 2023 6:15 am Opinion Uncategorized IT’S NOT WOMEN THAT NEED FIXING, IT’S HOW THE WORKPLACE TREATS PARENTS Grace Kite Women’s career progress and salaries take a dive when they become mums, not because they become less good at their job but because policies around parental leave and childcare continue to be biased. 8 Mar 2023 6:06 am OPINION More Opinion Uncategorized BRANDS ARE MULTIPLIERS, NOT ASSETS IN THEMSELVES Jonathan Knowles Brands act to accelerate the value of a business model rather than being assets in themselves. Framing brands as standalone assets will simply serve to alienate finance. 2 Apr 2024 6:45 am Opinion Uncategorized THE C-SUITE IS MISSING THE CHIEF CREATIVE OFFICER Helen Edwards Companies only truly value creativity when it’s their product, but most would benefit from a chief creative officer’s honesty and defiance of convention. 26 Mar 2024 7:00 am Opinion Uncategorized EMBRACING NEURODIVERSITY CAN ONLY MAKE MARKETING MORE MEANINGFUL Laura Chamberlain Deeper insight and richer innovation is possible if marketers realise not everyone’s brain works in the same way. 22 Mar 2024 1:03 pm MARK RITSON on marketing strategy Read all HELEN EDWARDS on branding Read all MARKETOONIST on the marketing industry Read all CAMPAIGNS FOR GREAT CAUSES IN APRIL Creative campaigns and exclusive insights from across the agency landscape. Picked by the team at Oystercatchers MARKETING EFFECTIVENESS View more Analysis Uncategorized ‘WE’LL NEVER THINK WE KNOW EVERYTHING’: MARS ON BUILDING ITS EFFECTIVENESS CULTURE Niamh Carroll Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort. Subscriber Exclusive Subscriber Exclusive 26 Jan 2024 6:34 am Opinion Uncategorized ONLY PEOPLE CAN GIVE THE GIFT OF EFFECTIVENESS Grace Kite Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing. 14 Dec 2023 6:01 am Analysis Uncategorized WHY IT’S TIME TO MOVE BEYOND LEAD GENERATION AS A MEASURE OF EFFECTIVENESS IN B2B MARKETING Niamh Carroll B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions? Subscriber Exclusive Subscriber Exclusive 7 Feb 2024 7:05 am MARKETING LEADERSHIP View more Analysis Uncategorized WHAT CAN BE DONE TO SOLVE MARKETING’S PROBLEM WITH WORK OVERLOAD? Josh Stephenson Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done. Subscriber Exclusive Subscriber Exclusive 2 Feb 2024 6:58 am Opinion Uncategorized ARE WE WITNESSING THE END OF THE CMO? NO, AND STOP ASKING Mark Ritson Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better. 19 Jan 2024 7:00 am Analysis Uncategorized ‘CREDIBILITY IN THE BOARDROOM IS CRITICAL’: CMOS ON THE FUTURE OF MARKETING LEADERSHIP Molly Innes Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators. Subscriber Exclusive Subscriber Exclusive 17 Jan 2024 7:05 am PRICING STRATEGY View more Analysis Uncategorized HOW CAN BRANDS DRIVE GROWTH IN 2024? Niamh Carroll High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge. Subscriber Exclusive Subscriber Exclusive 9 Jan 2024 7:31 am News Uncategorized MCDONALD’S: LOYALTY SCHEME WILL ENABLE ‘EVEN SMARTER’ PRICING Niamh Carroll Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy. 5 Feb 2024 3:44 pm Opinion Uncategorized WELCOME TO IMGFUCK: SEVEN STEPS TO KICKING YOUR PRICE-PROMOTION ADDICTION Mark Ritson Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach. 12 Jun 2023 6:43 am PARTNERSHIP CONTENT PERFORMANCE ENHANCERS: TIPS FOR DRIVING RESULTS ON TIKTOK Michael Barnett 10 Aug 2023 11:51 am Analysis Uncategorized HOW TO HARNESS AUDIENCES’ ATTENTION IN A FRAGMENTED MEDIA LANDSCAPE Marketing Week Partner Today’s consumers are inundated with media vying for their attention, as delegates heard at this year’s Festival of Marketing. So how can cultivating ‘fandom’ help brands cut through? Sponsored by Amazon Ads Analysis Uncategorized WHY ‘EMOTIONAL LOYALTY’ IS THE NEW OPPORTUNITY FOR BRANDS Marketing Week Partner True emotional connections between brands and customers boost revenue as well as retention, but marketers need an accurate understanding of the key trigger moments. Sponsored by Marigold Analysis Uncategorized HOW EBAY’S LOVE ISLAND SPONSORSHIP CHANGED THE FACE OF PRE-LOVED FASHION Marketing Week Partner Consumer interest in eBay’s fashion offerings skyrocketed this year, thanks to a campaign from agency DEPT that bridged TikTok, TV and everything in between. Sponsored by DEPT * Partner With Us * Contact * Cookies * FAQs * Newsletter * Privacy * Website Terms and Conditions * Twitter * Linkedin * Facebook * Instagram Copyright © 2024 Centaur Media plc and / or its subsidiaries and licensors. 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