NFL team Minnesota Vikings on how it fosters a lifelong customer journey
Josh StephensonCMO Martin Nance explains what brands can learn from the way sports teams interact with their fans.
‘Failure is information’: Helen Edwards urges marketers to embrace ‘cautious bravery’
Charlotte RogersFrom 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.
Marketers on why having all the answers is not the sign of a good leader
Lucy TesserasMarketing 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.
‘An experiences universe’: How Coca-Cola is redefining its effectiveness agenda
Niamh CarrollWhile growth remains “the effectiveness output”, the means to achieve it has changed, explains Coca-Cola senior director Nisa Genc.
Les Binet: Small thinking reduces effectiveness
Amrit VirdiSpeaking at the Festival of Marketing, effectiveness expert Les Binet claimed the focus on ROI and doing more with less reduces sales and profit.
Tesco claims brand perceptions ‘outperforming’ the market
Amrit VirdiWith brand, satisfaction, value and quality perceptions all on the up, Tesco claims to be “outperforming” competitors across all six YouGov measures.
‘It’s fundamental’: Mary Portas on why marketers need to fight for creativity
Josh StephensonThe retail legend opened up Marketing Week’s Festival of Marketing, emphasising the importance of creativity in building brands.
British brands are missing out on $10bn of value, study finds
Amrit VirdiHSBC has overtaken Vodafone as the UK’s top brand, according to Kantar’s BrandZ ranking of the UK’s 75 most valuable brands.
Channel 4 report finds stagnation in DEI representation across UK TV ads
Grace GollaschDespite representation across UK ads remaining largely unchanged since 2019, inclusive campaigns are linked to improved brand perceptions and long- and short-term sales uplifts.
Why Chivas Regal is banking on ‘high risk’ innovation to take whisky to new drinkers
Niamh CarrollWhisky brand Chivas Regal has launched Crystalgold, a clear “spirit drink” with a whisky flavour profile, as it looks to push category norms and boundaries.
‘Stretching into new occasions’: How Lucky Saint is using innovation to pursue category growth
Niamh CarrollThe alcohol-free beer brand, which launches its fourth product today, is pursuing innovation that drives incrementality to the category, rather than just being a substitute for alcoholic beer.
Brand awareness, media investment, B2B customer journeys: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Pret A Manger revives CMO role to help drive growth
Emily ManockPret has not had a marketer in the C-suite since the departure of its former chief customer and growth officer in 2022.
OpenAI launches ChatGPT’s first major brand campaign
Molly InnesThe campaign marks a shift in OpenAI’s marketing to long-term brand building.
Brands including Diageo, Unilever and Tinder form cross-category insight group
Niamh CarrollThe insight group, known as The Think Party, will focus on the future of socialisation, to allow the brands involved to see “the whole picture”, not just a category-specific “slice”.
Flutter Entertainment promotes Michelle Spillane to MD of Paddy Power Online
Grace GollaschFlutter UK and Ireland, owner of Paddy Power, has promoted Michelle Spillane from MD of marketing to MD of Paddy Power Online.
Meta to introduce paid ad-free subscriptions for Facebook and Instagram in the UK
Grace GollaschIn the coming weeks, UK users will be asked to pay for an ad-free experience if they do not want their data to be tracked.
Budgets cut for third of B2B marketers
Charlotte RogersOver half of B2B marketers have also been asked to deliver more with fewer resources, while almost two-fifths have been set challenging new targets.
Asda appoints vice-president for own brand
Amrit VirdiAsda has appointed a vice president for its own brand, marking chief customer officer Rachel Eyre’s first senior appointment.
Ticketmaster agrees to change how it advertises tickets following Oasis debacle
Josh StephensonTicketmaster will change how it communicates ticket prices to customers following a CMA investigation into the shambolic Oasis ticket sale.
Marketing Week acquired by Haymarket Media Group
Marketing Week ReportersMarketing Week, its event brand Festival of Marketing and sister title Creative Review will become part of Haymarket Media Group, which includes Campaign and PR Week.
What not to miss at next week’s Festival of Marketing
Marketing Week ReportersFrom inspirational global brand leaders to deep dives on topics like effectiveness and growth, the event on 2 October has something to excite every marketer.
‘Do the cognitive lifting’: Why Giffgaff had to ‘connect the dots’ to drive awareness
Grace GollaschFaced with an awareness problem and a proliferation of messages, Giffgaff invested in its brand to “connect the dots” for consumers and build a legacy.
UK creators ‘champion’ impact after delivering £2.2bn to UK economy
Amrit VirdiThe new dedicated All-Party Parliamentary Group for creators seeks to increase dialogue between influencers and policymakers.
‘Grow the core and add some more’: Inside Ginsters’ innovation strategy
Josh StephensonGinsters is launching what it claims is the first-ever toastie pastry – something its marketing director believes is testament to the brand’s innovation strategy.
AB InBev and Netflix form brand partnership to create ‘deeper experiences’
Niamh CarrollThe two businesses have described the partnership as “unprecedented” in terms of the global reach and scale of activations.
CMOs increasingly turning to brand awareness as most important metric, research shows
Josh StephensonThe research also shows a gap emerging between CMOs’ use of AI and the consumer appetite for it.
Double-digit growth forecast for UK digital ad spend this year and next
Niamh CarrollNascent channels like retail media are helping to grow digital ad spend, which is forecast to reach £45bn by 2026.
29% of marketers plan to decrease spend on X next year
Emily ManockThe social platform is still feeling the sting of Elon Musk’s takeover, according to Kantar’s Media Reactions report.
Creator budgets, online shopping, AI roles: 5 interesting stats to start your week
Emily ManockWe arm you with all the numbers you need to tackle the week ahead.