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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

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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

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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

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HELEN EDWARDS

on branding

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MARKETOONIST

on the marketing industry

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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


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