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* News * Insight * Reports * Jobs * Knowledge Bank * Festival of Marketing * Mini MBA * All sections LoginAbout/BuySearchMenu 1 Comment Opinion Uncategorized BADLY DESIGNED SURVEYS DON’T PROMOTE SUSTAINABILITY, THEY HARM IT Mark Ritson Brands love reported data that shows people care about sustainable consumption, but these spurious findings just hold back real behaviour change. 1 Nov 2023 7:10 am Analysis Uncategorized ‘PRETTY SHOCKING’: WHAT’S HAPPENING WITH JUNIOR MARKETER SALARIES? Molly Innes Salaries at the junior end of the spectrum have increased, suggest marketing recruiters, however 2023’s uncertain job market, off the back of a strong 2022, has caused big problems for job-seeking marketers. Subscriber Exclusive Subscriber Exclusive 1 Nov 2023 7:32 am News Uncategorized M&S TELLS CUSTOMERS TO TAKE IT EASY AND ‘LOVE THISMAS, NOT THATMAS’ FOR CHRISTMAS Chris Sutcliffe The clothing and home campaign for M&S features a number of celebrities including Hannah Waddingham encouraging the public to embrace only the things they love about the festive season. 1 Nov 2023 9:23 am News Uncategorized ASDA POPS THE BUBLÉ IN XMAS AD TEASER: THE MARKETING WEEK CHRISTMAS BLOG 2023 Marketing Week Reporters Welcome to the Marketing Week Christmas blog where you’ll find all the latest festive advertising news in one place. 31 Oct 2023 3:27 pm Opinion Uncategorized TOO OFTEN MARKETERS FORGET THEIR CUSTOMERS ARE PEOPLE, NOT ‘TARGETS’ Helen Edwards Brands’ internal language dehumanises customers and lacks respect, which risks causing costly errors as with NatWest’s treatment of Nigel Farage. 31 Oct 2023 6:44 am News Uncategorized NATIONWIDE ACHIEVES ‘EXCEPTIONAL’ SHORT-TERM BRAND UPLIFT SCORE FOR RELAUNCH AD Chris Sutcliffe Nationwide’s ad unveiling its rebrand scores within the top 10 percent of consumer banking ads, according to data from effectiveness firm System1. 31 Oct 2023 3:07 pm News Uncategorized HOW GOUSTO IS LOOKING TO CHANGE PERCEPTIONS AROUND PRICE Chris Sutcliffe Gousto is focusing communication on the “relative value” it offers as it competes with not only others in the category but supermarkets at both ends of the spectrum. Subscriber Exclusive Subscriber Exclusive 31 Oct 2023 7:40 am News Uncategorized MCDONALD’S CEO: ‘INNOVATING AND REINVENTING’ BRAND EVEN WHEN SUCCESSFUL IS CRUCIAL Niamh Carroll The fast-food brand continues to step up its digital presence, using promotions like McDonald’s Monopoly to increase uptake. 30 Oct 2023 3:29 pm 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 BUDGETING MATTERS News, views and insight on budgeting and planning Read more LANGUAGE OF EFFECTIVENESS Analysis of our survey into marketing effectiveness Read more CAREER AND SALARY SURVEY News and analysis from the 2023 edition of our exclusive research Read more LATEST More Analysis Uncategorized LAUNCHING GEN Z CULT BRANDS TO NEW MARKETS – HOW TO GET IT RIGHT Tom Stone When launching established, cult brands in new markets, the importance of cultural insights and behavioural nuances – especially on social – has never been more important. Sponsored by re:act Cartoon Uncategorized MARKETOONIST ON FEAR OF AI Tom Fishburne Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here 31 Oct 2023 12:47 pm Analysis Uncategorized DIFFERENTIATION AND REPRESENTATION: THE STRATEGY BEHIND GAY TIMES’ US EXPANSION Chris Sutcliffe Gay Times celebrates its 40th anniversary next year. But with a push into the US and a holistic rebrand, how is it marketing itself to new consumers and brand partners? Subscriber Exclusive Subscriber Exclusive 30 Oct 2023 7:10 am News Uncategorized WINNER OF THE INAUGURAL TALENT TRAILBLAZER AWARD REVEALED Marketing Week Reporters VCCP scoops the top prize as four other worthy projects make the shortlist. The Talent Trailblazer Award, created in partnership with the Advertising Association, celebrates the organisations and individuals in the industry opening up opportunities to new talent. 30 Oct 2023 7:05 am News Uncategorized MASTERING FMCG: CRAFTING WINNING STRATEGIES WITH VISUAL EXCELLENCE Chris Sutcliffe Catching consumers’ attention is critical to FMCG brands, particularly for product launches, which makes high-impact visual design a prerequisite for success. Sponsored by Steves&Co News Uncategorized M&S ON ITS CLOTHING REINVENTION AND EMBRACING MEN’S ‘RATIONAL’ SHOPPING DECISIONS Chris Sutcliffe As M&S launches its first dedicated menswear campaign in eight years, its marketing director Anna Braithwaite talks about why men are easier – and harder – to convert into customers. Subscriber Exclusive Subscriber Exclusive 27 Oct 2023 7:02 am News Uncategorized KENVUE CLAIMS ITS ‘ICONIC BRANDS’ DROVE SUCCESS IN THE QUARTER Niamh Carroll Kenvue is the consumer health spin-off from pharmaceutical business Johnson & Johnson. CEO Thibaut Mongon has touted the power of the “affinity” consumers have to its brands, which include Neutrogena and Listerine. 26 Oct 2023 5:20 pm Analysis Uncategorized A NEW ERA FOR DIGITAL ADVERTISING BECKONS Bryan Scott The phase-out of third-party cookies is finally set to be complete next year. Here are three ways digital advertising will adapt and improve as a result. Sponsored by Ozone FOCUS ON Budget negotiations Analysis Uncategorized ‘EVERYONE’S GOT AN OPINION’: CAUTIONARY TALES FROM THE BUDGETING AND PLANNING FRONTLINE Molly Innes Five former CMOs with lots of experience across a multitude of sectors and brands share their budgeting horror stories and the lessons they’ve learnt along the way. Subscriber Exclusive Subscriber Exclusive 25 Sep 2023 6:55 am Opinion Uncategorized JUSTIFY BUDGET REQUESTS WITH A SOLID SET OF PROJECTIONS Grace Kite Running the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved. 29 Sep 2023 7:05 am Analysis Uncategorized ‘IT SHOULD BE EXCITING’: MARKETERS ON EMBRACING THE CHALLENGES OF BUDGETING SEASON Molly Innes Budgeting and planning season may sometimes feel like fighting a losing battle for marketers, but it should be a moment to reflect and press forward, according to former marketing leaders. Subscriber Exclusive Subscriber Exclusive 28 Sep 2023 7:00 am Opinion Uncategorized THE BEST WAY TO GET BUY-IN FOR INVESTMENT? REMOVE EVERY REASON TO SAY NO Jon Evans For those facing tricky budget negotiations or trying to get innovation green-lit there’s no silver bullet to success, but there is plenty you can do to maximise the chance of sign-off. 27 Sep 2023 6:27 am OPINION More Opinion Uncategorized TV’S EFFECTIVENESS IS DRIVEN BY MORE THAN JUST PRICE Matt Hill Thinkbox highlights data that shows linear TV advertising has increased in price by 20% – not 50% – since 2019, and suggests that while price is an important factor in TV’s effectiveness there are other things to consider. 24 Oct 2023 12:48 pm 1 Comment Opinion Uncategorized SYNTHETIC DATA IS SUDDENLY MAKING VERY REAL RIPPLES Mark Ritson Ready for the era of synthetic data? The implications for strategy and execution could be significant if marketers are willing to look long term. 24 Oct 2023 6:49 am Opinion Uncategorized RISING COSTS MEAN TV’S PAYBACK ADVANTAGE IS NOW IN QUESTION Grace Kite The price of TV ads has risen much quicker than the price of other channels over the past few years, while viewing has also declined, meaning it could be time for brands to change the channel. 23 Oct 2023 7:45 am MARK RITSON on marketing strategy Read all HELEN EDWARDS on branding Read all MARKETOONIST on the marketing industry Read all FIND YOUR PERFECT AGENCY Creative excellence and exclusive insights from across the agency landscape. Picked by the team at Oystercatchers REPORTS In-depth, actionable guides to the latest developments in marketing From View all reports A CLOSER LOOK AT THE APPLICATION OF GENAI AND 10 YEARS OF DIGITAL SHIFT Report Digital Shift: A deep dive into generative AI Find out more A QUICK GUIDE TO DATA-DRIVEN MARKETING Report How to develop a data-driven marketing strategy This quick guide offers an introduction to data-driven marketing and the benefits of deeper customer insights. It offers practical guidance and frameworks for using data to optimise marketing efforts. Find out more RECRUITING FOR IN-DEMAND SKILLS Report What to consider when recruiting for in-demand skills With the digital marketing skillset expanding alongside evolving business and consumer needs, organisations face a ‘war on talent’ as demand outstrips supply. This quick guide looks at how businesses can optimise their recruitment process to attract and retain the right candidates. Find out more MARKETING EFFECTIVENESS View more Analysis Uncategorized DIRECT LINE’S ANN CONSTANTINE ON THE ‘NEXT LEAP’ FOR EFFECTIVENESS Charlotte Rogers Reflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s. Subscriber Exclusive Subscriber Exclusive 18 Jan 2023 6:59 am Analysis Uncategorized THE 2023 AGENDA: THE SPOTLIGHT SHINES BRIGHTER ON EFFECTIVENESS Charlotte Rogers Marketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics. 13 Dec 2022 7:00 am Analysis Uncategorized HOW ONE WHITE GOODS BRAND IS PROVING MARKETING’S WORTH IN A CHALLENGING ECONOMY Niamh Carroll Arçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate. Subscriber Exclusive Subscriber Exclusive 2 Dec 2022 7:00 am MARKETING LEADERSHIP View more Analysis Uncategorized MEET THE MARKETERS SWAPPING CORPORATE LIFE FOR PORTFOLIO CAREERS Matthew Valentine Attracted by their curiosity and intrinsic knowledge of digital transformation, brands are ramping up their interest in appointing marketers as non-executive directors. Subscriber Exclusive Subscriber Exclusive 20 Jan 2023 7:00 am Analysis Uncategorized WHAT DOES 2023 LOOK LIKE FOR MARKETING RECRUITMENT? Molly Innes Looking for a new role in 2023? Here’s what to expect from the recruitment market. 20 Dec 2022 7:00 am Analysis Uncategorized WHY CMOS ARE TURNING TO WHATSAPP GROUPS FOR SUPPORT Molly Innes As marketing WhatsApp communities grow in prominence, why are so many marketers turning to peer-to-peer groups for support? Subscriber Exclusive Subscriber Exclusive 9 Jan 2023 7:00 am PRICING STRATEGY View more 5 Comments Analysis Uncategorized TESLA IS ABOUT TO EXPERIENCE THE SEVEN PERILS OF DISCOUNTING Mark Ritson By discounting for the first time, Tesla is not only starting an electric vehicle price war, it is communicating its weakness to existing and future customers. 19 Jan 2023 7:00 am Analysis Uncategorized PRICING: MARKETERS ON THE BUSINESS CASE FOR BEHAVIOURAL SCIENCE Charlotte Rogers Rather than opting for blanket promotions and slashing prices, marketers are advised to tap into the power of behavioural science. Subscriber Exclusive Subscriber Exclusive 15 Dec 2022 7:00 am Analysis Uncategorized ‘PATIENCE IS A VIRTUE’: BRANDS ON HOW TO NEGOTIATE B2B PRICING DECISIONS Matthew Valentine Patience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate. Subscriber Exclusive Subscriber Exclusive 7 Dec 2022 7:00 am MARKETING WEEK JOBS Find your next job 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 * Jobs * Newsletter * Privacy * Website Terms and Conditions * Twitter * Linkedin * Facebook * Instagram Copyright © 2023 Centaur Media plc and / or its subsidiaries and licensors. 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