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.
This Much I Learned: Ikea’s Kemi Anthony on avoiding the obvious
Charlotte RogersIn the latest episode of Marketing Week’s podcast series, Ikea and long-term creative partner Mother London discuss why ambition, honesty and accountability frees them from a fear of the obvious.
Coca-Cola claims revamped marketing model is already delivering ‘strong results’
Matthew ValentineCoca-Cola has committed to increasing consumer marketing spend to pre-pandemic levels, having already “significantly stepped up” investment compared to last year.
Advertisers urged to change approach to pitching amid mental health ‘crisis’
Michaela JeffersonISBA’s director of agency services believes pitches have become “more frequent, more complex and more costly”, to the detriment of both advertisers and their agencies.
Ikea on why agency relationships need consistency to thrive
Matthew ValentineA decade long agency relationship built on trust and consistency convinced Ikea to run with its 2019 Christmas campaign ‘Silence the Critics’, despite the concept floundering in pre-production tests.
‘You can feel the creativity’: KFC on building a ‘brand for the nation’
Charlotte RogersFive years ago, it was viewed by consumers as a “faded old man”. Now KFC is Marketing Week’s Brand of the Year and considered one of the creative success stories of the past 18 months. CMO Jack Hinchliffe explains why the hard work is paying off.
Marketoonist on types of creative brief
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Clarity, simplicity, insight: The key elements of a successful marketing brief
Manny PhamMore than a third of marketing budgets are wasted due to “terrible” briefs, according to a study published this week, but there are steps marketers can take to ensure the brief hits the right note.
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The horror of marketers’ strategic bankruptcy is about to be laid bare
Mark RitsonAs the Better Briefs Project will reveal this week, 90% of marketers fail to brief agencies effectively, and their failures begin with a total lack of strategy.
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.
What ‘Bothism’ means for today’s marketer: Putting Mark Ritson’s theories into practice
MaryLou CostaMarketing Week columnist and founder of the Mini MBA in Marketing, Mark Ritson, debates his principles of ‘Bothism’ with Omnicom Media Group UK chief executive Dan Clays – as a marketer mindset, an approach to media and campaign planning, and a guide for producing creative that’s fit for purpose.
Do you have a marketing philosophy?
Tom RoachFrom Delony Sledge to Fernando Machado, marketers with a coherent brand philosophy produce better and more consistent advertising.
Pitches aren’t won on ideas alone, they are won on chemistry
Secret MarketerShowing commitment, energy and passion is far more important than gimmicks and big ideas when it comes to pitching.
Can marketers restore trust and transparency in agency relationships?
Michaela JeffersonMarketers are becoming increasingly disenfranchised by the lack of transparency in agency relationships, but there are steps that can be taken to help restore trust.
‘Media has never been more complex’: How ISBA plans to restore transparency for advertisers
Michaela JeffersonThree years on from the launch of its original ‘Media Services Framework’, ISBA has given the guide a “fundamental overhaul” to help advertisers navigate new issues in the rapidly evolving media ecosystem.