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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

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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

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HELEN EDWARDS

on branding

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MARKETOONIST

on the marketing industry

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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

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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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