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.
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.
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.
John Lewis preps loyalty overhaul as it claims turnaround ‘on track’
Michaela JeffersonThe firm is promising further “significant investment” this year in areas including digital services, shop refurbishment, value and revenue diversification.
Domino’s to invest £20m in digital acceleration
Lucy TesserasDomino’s plans to up marketing spend and invest around £20m in its digital acceleration over the next three years, as it looks to create “sustainable growth” for the business.
Greggs doubles down on digital and evening trading following profit boost
Michaela JeffersonGreggs says it has emerged from the pandemic as a “stronger and better” business, posting a 34% increase in pre-tax profit compared to 2019.
AB InBev CEO: Creative power drives efficiency
Michaela JeffersonThe drinks business says its strong growth over the past financial year is a result of its progress in DTC, innovation and marketing efficiencies.
How Tempcover’s digital transformation kept it front of mind
Marketing Week ReportersA change to the Google algorithm in 2019 had seen Tempcover drift down the search rankings. But an intelligent and in-depth overhaul of its approach to SEO changed its fortunes.
Burger King to ensure ‘more impactful’ advertising with ‘better testing’
Michaela JeffersonBurger King plans to dedicate greater attention to its multibillion-dollar Whopper brand, as the fast food chain cuts low volume products from its menu and pledges to re-focus on its core.
6 ways Mars Petcare is using DTC to develop ‘better marketers’
Michaela JeffersonThe pet food giant’s European marketing director outlines six lessons he and his team have learned through launching five direct-to-consumer businesses over the past 18 months.
Volvo eyes DTC promise as electric sales grow
Matthew ValentineWith online DTC sales up 9% in 2021, Volvo is using the UK as a ‘pilot market’ for exploring new sales strategies.
Britvic launches digital studio to boost marketing effectiveness
Lucy TesserasThe in-house studio is designed to boost agility and will play a key strategic role in supporting Britvic’s wider ambitions of improving customer centricity and accelerating digital.
Inside B2B: How the B2B buyer’s journey is transforming
Marketing Week PartnerThe pandemic-driven acceleration of B2B marketing transformation has undoubtedly raised expectations for digital engagement. In this podcast we examine what the B2B buyer journey looks like now and where it could go in 2022 and beyond.
McDonald’s new loyalty scheme has ‘exceeded expectations’ as digital sales jump
Matthew ValentineAccording to McDonald’s CEO Chris Kempcziski, the fast food chain’s global loyalty scheme has been the “single biggest driver of digital adoption” and is on its way to becoming the world’s largest loyalty programme.
Hotel Chocolat credits ‘multichannel model’ for customer boost
Michaela JeffersonHotel Chocolat has grown revenues by 40% in the first half of its financial year, with its digital strategy, subscription offer and loyalty scheme driving customer acquisition in all markets.