Timpson CEO: Our business shouldn’t exist anymore
Charlotte RogersA culture of kindness, operating with two golden rules and celebrating failure are the secrets to retail survival, says CEO James Timpson.
War on Ukraine: How to help refugees find roles in marketing
Charlotte RogersAs brands state their intention to open roles up to Ukrainian refugees arriving in the UK, offering apprenticeships and access to remote roles are crucial ways to make a real difference.
Santander’s marketing boss on ‘bridge building’ between data and marketing
Niamh CarrollMarketers and the research industry could learn from the “pace of the insight” that is produced from working with data scientists, argues Santander UK’s chief customer and analytics officer.
Deliveroo lays out marketing plan as it aims to break even next year
Michaela JeffersonDeliveroo has promised “cautious” brand investment this year and increased efficiency in growth marketing spend, as the business plans for profitability in 2026.
How Boots balances creativity and science to drive effectiveness
Michaela JeffersonUsing new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
Rory Sutherland: Don’t push efficiency at the expense of customer experience
Marketing Week ReportersThe Ogilvy vice-chairman argues brands’ focus on efficiency when implementing digital change is leading to “average” solutions, which don’t answer consumer needs.
Munroe Bergdorf to headline Festival of Marketing
Marketing Week ReportersThe model and trans rights activist who was fired and rehired by L’Oréal will be talking about why diversity should matter to brands at the event, which takes place on 23 to 25 March.
One marketer on leading the construction sector’s digital reset
Charlotte RogersMarketing in the construction sector is evolving, shaking off its image as the home of pens and PowerPoints to become an engine of portfolio growth, says Wienerberger marketing director Rachel Hughes.
How Farfetch and Uswitch reach customers with the right message at the right moment
Marketing Week PartnerThe two brands explained how they use data to match the audience to the message, speaking on the ‘Marketing That Matters’ podcast.
Using all data sources and the art of getting buy-in: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From breaking down the barriers between marketers and data scientists to getting buy-in from senior stakeholders, it’s been a busy week. Here is my take.
Wickes on why Covid was the ‘adrenaline punch’ marketing needed
Molly InnesWickes CMO Gary Kibble explains Covid not only opened the brand up to new customers and channels, it gave the wider marketing discipline the “wake up” call it needed.
Navigating the cultural changes of pandemic-driven digital transformation
Marcus LambertDigital buyer journeys in B2B are not going away, so sales and marketing teams must continue to adapt, breaking down silos and following the data in order to keep improving.
DFS unveils data-driven growth strategy as profits dip
Niamh CarrollDFS outlined the new strategy as it posted results for the first six months of its fiscal year, recording profit before tax of £22.1m compared to £76.5m in the same period last year.
Allwyn beats Camelot to National Lottery licence with pledge to ‘revitalise’ brand
Michaela JeffersonThe loss comes despite a successful few years for Camelot, which managed to turnaround declining lottery sales and significantly increase its brand health despite the impact of Covid-19.
Marketoonist on artificial intelligence
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
For product claims, three is the magic number
Richard ShottonExperiments show making just one claim makes that message more effective, but three is the optimum number for driving product preference.
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‘Sell yourself as a brand’: Why Sky is ditching CVs in favour of videos
Charlotte RogersIn a bid to connect with underrepresented talent, Sky is asking potential recruits to apply via video, no CVs or marketing experience required.
Ritson’s top tips for small brands looking to make big plays
Marketing Week ReportersMark Ritson shares 10 hacks for smaller businesses looking to make the most of their marketing budget.
Eve Sleep CEO: Growth does not come for free
Charlotte RogersAs marketers continue to be charged with driving faster growth on tighter budgets, businesses should not ignore the opportunity cost of failing to invest in their brand, warns Eve Sleep CEO Cheryl Calverley.
Little Moons on why optimism is a key marketing skill
Marketing Week ReportersMarketing director at mochi ice cream brand Ross Farquhar believes marketers need to be optimistic if they want to chase growth, as well as pragmatic enough to mitigate for every eventuality.
Helen Edwards: Marketers beware the growth killer of convergence
Matthew ValentineBrand extensions and DTC goals are distractions from real innovation and meaningful growth, argues Helen Edwards.
When faced with seismic political events, the rule is ‘deeds, then words’
Tanya JosephBrands should look first at how their business and people are impacted by social and geopolitical issues, and only speak publicly when their actions are already making a difference.
Are you the marketer the industry needs to reset agency relationships?
Robin BonnTo create a more effective and sustainable agency marketplace, marketers must be the ones to accelerate change.
Want to become a strategy-forward marketer? Follow these five principles
Secret MarketerOur marketer on the inside admits being strategy-forward is not for the faint hearted, so has identified five key principles that will help brand leaders navigate through the fog of uncertainty.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
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The key basics that form the foundation for data strategy
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
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.
‘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.
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.
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.
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.
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.
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.
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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.
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.
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.
Insights from our roundtable series in partnership with eBay
Marketing Week PartnerTakeaways from our exclusive programme of events for marketers in the FMCG, finance, media and technology, home and garden, and fashion and lifestyle sectors.
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.
