While growth remains “the effectiveness output”, the means to achieve it has changed, explains Coca-Cola senior director Nisa Genc.
From starting with failure and new frugal innovation, to driving differentiation via the value curve, marketers need to see risk as a friend not foe, says Edwards.
The retail legend opened up Marketing Week’s Festival of Marketing, emphasising the importance of creativity in building brands.
OpenAI’s UK-based international marketing team will serve as the blueprint for rolling out global marketing hubs.
The UK’s Top 100 most effective marketers, sponsored by Digitas.
With brand, satisfaction, value and quality perceptions all on the up, Tesco claims to be “outperforming” competitors across all six YouGov measures.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From celebrating the UK’s top marketers to Coca-Cola’s effectiveness evolution and Pret reviving the CMO role, it’s been a busy week. Here is my take.
New restrictions banning ads for ‘less healthy food’ online and on TV pre-9pm come into play today, meaning many brands must think differently about driving growth.
Marketers face mounting pressure to deliver insights faster than ever – but speed doesn’t have to come at the expense of quality. Discover how quick-turn surveys and DIY tools can help you get robust data, fast.
CMO Martin Nance explains what brands can learn from the way sports teams interact with their fans.
Sponsorship is growing fast, but understanding of its business effects is stuck in the dark ages. The newly launched Sponsorship Effectiveness Forum aims to change that with industry-agreed standards that put sponsorship at the top of the marketing agenda.
Marketing directors from M&S and Cancer Research UK share why “humility” is an underrated leadership skill, and that the era of needing to have all the answers is over.
Speaking at the Festival of Marketing, effectiveness expert Les Binet claimed the focus on ROI and doing more with less reduces sales and profit.
Every marketer thinks they know who their audience is. But what if the best audience strategy requires improvising with data?
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
CMO Doug Sweeny explains how the brand went from low awareness and an unclear positioning to marketing-led growth.
HSBC has overtaken Vodafone as the UK’s top brand, according to Kantar’s BrandZ ranking of the UK’s 75 most valuable brands.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Data and analytics skills gaps might be worrying B2B marketers, but are they underestimating the importance of critical thinking, financial fluency and empathy?
Nearly half of marketers haven’t been offered the opportunity to upskill, compounding an existing skills problem and piling increasing pressure on teams.
Marketing Week’s new and exclusive State of B2B Marketing research reveals customer insight is the most critical quality B2B marketers can possess, with empathy languishing at the bottom.
It’s not always the right call to go against market orthodoxy, but Ikea is among the few brands that consistently show the courage to do what competitors won’t.
Ensuring the CFO sees marketing as “growth insurance” rather than an expendable cost won’t come from grand gestures, but a series of deliberate, compounding moves that prove its value.
SEO will soon be relegated to a thing of the past; marketers need to start preparing for a GEO future immediately.
B2B marketing is hitting its creative stride, but when it comes to nailing the effectiveness agenda brands need to pick up the pace or risk being left behind.
Brands shouldn’t leave it to their agencies to prove marketing’s impact, but working closely with them creates a virtuous circle of learning and improvement.
What are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
Marketers looking to exert more influence over the full marketing mix may be better trying to use “soft power”, rather than simply looking to seize control.
Metrics don’t always show us what we want to see – but don’t throw away years of work on a whim. Sometimes it is important to remind yourself of why you implemented your strategy in the first place.
All good CMOs want to build strong, high performing teams. However, it’s easier said than done, whether avoiding hiring in your image, mapping out personality types or asking candidates to take a psychometric test, there’s no silver bullet for creating the perfect team.
With many category-leading brands like Fairy, Ariel and Pampers in its portfolio, growing categories is vital for Procter & Gamble. The company combines consumer insight, innovation, advertising and distribution to grow its highly penetrated brands and their respective markets.
With 2025 unlikely to bring cheer in terms of macroeconomic growth as brands face up a lacklustre era dubbed the “new normal”, what can marketers do to drive growth in this environment?
If you managed to buy a ticket for the Oasis reunion shows, the chances are a powerful behavioural science bias was influencing your decision.
Google MD Sophie Neary joins Marketing Week’s Russell Parsons, exploring how marketers can harness the latest consumer trends and technological evolutions – both to unlock opportunities and to face down growing competitive threats from online rivals, large and small.
Marketers face mounting pressure to deliver insights faster than ever – but speed doesn’t have to come at the expense of quality. Discover how quick-turn surveys and DIY tools can help you get robust data, fast.
Effective ad targeting now requires brands to understand content, context and user intent – assumptions based on keywords and demographics are no longer enough.
The world’s first ursine advertising expert sinks her teeth into the Government’s ‘Less Healthy Food & Drink’ ad ban, and how to build brands in digital.
When budgets are tight, marketers need to justify every penny of their spend. But without full-funnel attribution, spending decisions are often based on what’s easy to measure rather than what’s actually working.
Learn how to validate digital audiences and confirm whether you’re truly reaching the people you intend to target.