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News Uncategorized


‘WE’RE NOT GIVING UP BRAND EQUITY’: THE INSIDE STORY OF NATIONWIDE’S REBRAND

Chris Sutcliffe

The world’s largest building society is undertaking its biggest rebranding in
almost 40 years. Here’s why 2023 was the moment to do so.

Subscriber Exclusive Subscriber Exclusive
11 Oct 2023 4:07 pm
News Uncategorized


LLOYDS BANKING GROUP APPOINTS GLOBAL CMO

Chris Sutcliffe

Suresh Balaji is joining Lloyds Banking Group in the role of CMO, with oversight
over its brand, marketing and experience functions.

12 Oct 2023 11:00 am
News Uncategorized


‘IT’S IN THE DNA’: FIRST DIRECT’S CEO ON WHY IT DOESN’T HAVE A CUSTOMER
EXPERIENCE TEAM

Molly Innes

First Direct’s CEO Chris Pitt says he wants to invest in the bank’s
infrastructure before spending big on marketing to grow its low awareness score.

12 Oct 2023 1:06 pm
Opinion Uncategorized


THE FUNNEL ISN’T REALLY A FUNNEL AT ALL, BUT SEEING IT AS ONE MAKES IT EASIER TO
MANAGE

Johnny Corbett

A simple adaptation of the classic funnel makes Google’s contemporary marketing
model more manageable.

12 Oct 2023 6:00 am
News Uncategorized


WILL RETAIL MEDIA BRIDGE THE GAP BETWEEN PERFORMANCE AND BRAND MARKETING?

Chris Sutcliffe

At the IPA’s EffWorks Global 2023 event, panelists raised hopes about the
efficacy of retail media – if marketers can determine whose responsibility it
is.

11 Oct 2023 3:58 pm
News Uncategorized


‘IT’S NOT CUSTOMER-CENTRIC’: B2B BRANDS ON WHY AN ALTERNATIVE TO THE FUNNEL IS
NEEDED

Lucy Tesseras

While the traditional sales funnel still has some uses internally, marketers at
PwC, Goldman Sachs Asset Management and Jellyfish Global agree it is no longer
fit for B2B buyer journeys.

10 Oct 2023 5:16 pm
Analysis Uncategorized


WHY KRISPY KREME IS FOCUSED ON INCREASING PENETRATION OVER DRIVING FREQUENCY

Josh Stephenson

Krispy Kreme is celebrating 20 years since it opened its first store in the UK –
but its CMO believes the brand still has growth potential if it can increase
awareness.

Subscriber Exclusive Subscriber Exclusive
11 Oct 2023 6:31 am
News Uncategorized


‘TRUST YOUR GUT’: MARKETING LEADERS ON PRIORITISING WELLBEING WHEN JOB HUNTING

Molly Innes

Stop doomscrolling on LinkedIn, be realistic and trust your gut is the advice
from top marketers when it comes to protecting your mental health while
searching for a new job.

10 Oct 2023 6:42 am
Analysis Uncategorized


THREE STRATEGIES INDUSTRIES USE TO DRIVE RESULTS FROM PROGRAMMATIC ADS

Raina Roberts

Programmatic ads have benefits for a wide range of objectives. Here are three
approaches adopted by different sectors for achieving their specific goals.

Sponsored by StackAdapt



BUDGETING MATTERS

News, views and insight on budgeting and planning

Read more


LANGUAGE OF EFFECTIVENESS

Analysis of our survey into marketing effectiveness

Read more


CAREER AND SALARY SURVEY

News and analysis from the 2023 edition of our exclusive research

Read more




LATEST

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News Uncategorized


EUROSTAR UPS FOCUS ON LOYALTY TO GET ‘REPEATERS REPEATING’

Chris Sutcliffe

As Eurostar’s merger with Thalys comes to fruition it is launching a new brand
and campaign that focuses on the emotional side of travel to showcase its
expanded network.

Subscriber Exclusive Subscriber Exclusive
10 Oct 2023 3:28 pm
Opinion Uncategorized


RECOGNISE IT, EXPLORE IT, REFUTE IT: HOW I LEARNT TO COPE WITH IMPOSTER SYNDROME

Alice ter Haar

Imposter syndrome is something many marketers – men and women – suffer from. But
there are ways to manage it, according to one former marketer.

10 Oct 2023 3:23 pm
News Uncategorized


ECONOMIC UNCERTAINTY GIVES CHALLENGERS A ‘RARE OPPORTUNITY’ TO ‘BREAK IN’ TO
CATEGORIES, RESEARCH FINDS

Chris Sutcliffe

Speaking at EffWorks, Magic Numbers and VCCP presented the case for challenger
brands to be aggressive while consumers tighten their pursestrings.

10 Oct 2023 2:31 pm
Analysis Uncategorized


WHY MARKETING MUST FOCUS ON BOTH SALES TODAY AND LOYALTY TOMORROW

Marketing Week Partner

Optimising marketing budgets for short-term and long-term objectives comes down
to finding the sweet spot for customer lifetime value, as Boden’s performance
marketing and CRM director revealed at the Festival of Marketing.

Sponsored by Marigold
News Uncategorized


SKY RAMPS UP PARTNERSHIPS AS CONSUMERS LOOK FOR LONG-TERM VALUE

Chris Sutcliffe

Sky is highlighting its long-term value proposition to consumers with a
partnership with Vue, as retention and the cost of living continue to bite.

10 Oct 2023 10:49 am
Cartoon Uncategorized


MARKETOONIST ON MOMENTS OF TRUTH

Tom Fishburne

Tom Fishburne is founder of Marketoon Studios. Follow his work
at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist
here

10 Oct 2023 10:26 am
News Uncategorized


FINANCIAL ANALYSTS VIEW BRAND STRENGTH AS MORE IMPORTANT THAN LEADERSHIP
QUALITY, RESEARCH FINDS

Niamh Carroll

City analysts are increasingly aware of the role marketing can play in driving
growth for a business; however, the majority would still be comfortable with
cuts to marketing spend from the companies they follow.

10 Oct 2023 12:01 am
News Uncategorized


‘MEETING SILENCE, CORRIDOR VIOLENCE’: MARKETERS ON HOW TO AVOID TENSION WITH
FINANCE

Chris Sutcliffe

The relationship between marketing and finance is arguably one of the most
fraught, with marketers seeking investment, while the CFO is looking to save
money. But unless both teams seek to find common ground in formalised settings,
it could bleed out to create disharmony in the wider business, according to a
panel of marketers speaking […]

9 Oct 2023 3:39 pm



FOCUS ON

Brand management
Analysis Uncategorized


BEST IN CLASS BRAND BUILDING: TOP MARKETERS ON GETTING BRAND DIAGNOSIS AND
POSITIONING RIGHT

Michaela Jefferson

In the first of a series of articles looking at what it takes to build brands
effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands
shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards
– share their thoughts on the importance of brand diagnosis and positioning.

Subscriber Exclusive Subscriber Exclusive
4 Oct 2023 6:47 am
Analysis Uncategorized


‘ANY BRAND’S BIGGEST STRENGTH’: TOP MARKETERS ON THE VALUE OF DISTINCTIVE ASSETS
AND A CONSISTENT TONE OF VOICE

Michaela Jefferson

Marketing leaders from Cadbury, Sage, Boots, Guinness and Yorkshire Tea share
their thoughts on the brand codes and tone of voice in the next installment of
our series on what it takes to build brands effectively.

Subscriber Exclusive Subscriber Exclusive
9 Oct 2023 6:52 am
Analysis Uncategorized


‘SIMPLE IS THE HARDEST THING TO ACHIEVE’: PEUGEOT’S MARKETING LEAD ON A
BRAND-LED FUTURE

Josh Stephenson

Peugeot are investing in brand building and a more ‘modern’ approach to
marketing to grow a distinctive brand identity in a fiercely competitive
category.

Subscriber Exclusive Subscriber Exclusive
5 Oct 2023 7:01 am
Analysis Uncategorized


DON’T GET ‘BAMBOOZLED’: MARKETERS ON THE BEST APPROACH TO RESEARCH AND CATEGORY
ENTRY POINTS

Michaela Jefferson

In the next installment of our series looking at what it takes to build brands
effectively, marketing leaders from Sage, Boots, Guinness and Yorkshire Tea –
four of the five brands shortlisted for the coveted Brand of the Year prize at
the Marketing Week Awards – share their thoughts on research and category entry
points.

Subscriber Exclusive Subscriber Exclusive
6 Oct 2023 1:52 pm



OPINION

More
Opinion Uncategorized


FASHION BRANDS NEED TO BE PREPARED FOR A GENDER-FLUID FUTURE

Helen James

Gender-fluid fashion is reaching a cultural apex so mainstream fashion brands
looking to capitalise on its growing popularity need to be prepared to speak
about it authentically – and with confidence.

3 Oct 2023 12:54 pm
Opinion Uncategorized


JUSTIFY BUDGET REQUESTS WITH A SOLID SET OF PROJECTIONS

Grace Kite

Running the numbers through different scenarios enables you to identify the
budget that’s needed to reach your targets and will make it more likely to be
approved.

29 Sep 2023 7:05 am
Opinion Uncategorized


THE BEST WAY TO GET BUY-IN FOR INVESTMENT? REMOVE EVERY REASON TO SAY NO

Jon Evans

For those facing tricky budget negotiations or trying to get innovation
green-lit there’s no silver bullet to success, but there is plenty you can do to
maximise the chance of sign-off.

27 Sep 2023 6:27 am


MARK RITSON

on marketing strategy

Read all


HELEN EDWARDS

on branding

Read all


MARKETOONIST

on the marketing industry

Read all


FIND YOUR PERFECT AGENCY

Creative excellence and exclusive insights from across the agency landscape.

Picked by the team at Oystercatchers



REPORTS

In-depth, actionable guides to the latest developments in marketing
From
View all reports


A CLOSER LOOK AT THE APPLICATION OF GENAI AND 10 YEARS OF DIGITAL SHIFT

Report

Digital Shift: A deep dive into generative AI


Find out more


A QUICK GUIDE TO DATA-DRIVEN MARKETING

Report

How to develop a data-driven marketing strategy

This quick guide offers an introduction to data-driven marketing and the
benefits of deeper customer insights. It offers practical guidance and
frameworks for using data to optimise marketing efforts.

Find out more


RECRUITING FOR IN-DEMAND SKILLS

Report

What to consider when recruiting for in-demand skills

With the digital marketing skillset expanding alongside evolving business and
consumer needs, organisations face a ‘war on talent’ as demand outstrips supply.
This quick guide looks at how businesses can optimise their recruitment process
to attract and retain the right candidates.

Find out more


MARKETING EFFECTIVENESS

View more
Analysis Uncategorized


DIRECT LINE’S ANN CONSTANTINE ON THE ‘NEXT LEAP’ FOR EFFECTIVENESS

Charlotte Rogers

Reflecting on her more than two decades at the insurance giant, head of
marketing effectiveness Ann Constantine considers what next for measurement and
the lessons marketers can learn from the 1990s.

Subscriber Exclusive Subscriber Exclusive
18 Jan 2023 6:59 am
Analysis Uncategorized


THE 2023 AGENDA: THE SPOTLIGHT SHINES BRIGHTER ON EFFECTIVENESS

Charlotte Rogers

Marketing Week has identified the key opportunities and challenges that will
shape marketers’ roles in 2023. As well as flagging what we think marketers
should be spending time and money on next year, this is also a commitment from
us to focus on these topics.

13 Dec 2022 7:00 am
Analysis Uncategorized


HOW ONE WHITE GOODS BRAND IS PROVING MARKETING’S WORTH IN A CHALLENGING ECONOMY

Niamh Carroll

Arçelik , parent company of white goods brands such as Beko, is determined not
to compromise brand-building activities such as its sustainability initiatives
and innovation even amid a tough economic climate.

Subscriber Exclusive Subscriber Exclusive
2 Dec 2022 7:00 am


MARKETING LEADERSHIP

View more
Analysis Uncategorized


MEET THE MARKETERS SWAPPING CORPORATE LIFE FOR PORTFOLIO CAREERS

Matthew Valentine

Attracted by their curiosity and intrinsic knowledge of digital transformation,
brands are ramping up their interest in appointing marketers as non-executive
directors.

Subscriber Exclusive Subscriber Exclusive
20 Jan 2023 7:00 am
Analysis Uncategorized


WHAT DOES 2023 LOOK LIKE FOR MARKETING RECRUITMENT?

Molly Innes

Looking for a new role in 2023? Here’s what to expect from the recruitment
market.

20 Dec 2022 7:00 am
Analysis Uncategorized


WHY CMOS ARE TURNING TO WHATSAPP GROUPS FOR SUPPORT

Molly Innes

As marketing WhatsApp communities grow in prominence, why are so many marketers
turning to peer-to-peer groups for support?

Subscriber Exclusive Subscriber Exclusive
9 Jan 2023 7:00 am


PRICING STRATEGY

View more
5 Comments
Analysis Uncategorized


TESLA IS ABOUT TO EXPERIENCE THE SEVEN PERILS OF DISCOUNTING

Mark Ritson

By discounting for the first time, Tesla is not only starting an electric
vehicle price war, it is communicating its weakness to existing and future
customers.

19 Jan 2023 7:00 am
Analysis Uncategorized


PRICING: MARKETERS ON THE BUSINESS CASE FOR BEHAVIOURAL SCIENCE

Charlotte Rogers

Rather than opting for blanket promotions and slashing prices, marketers
are advised to tap into the power of behavioural science.

Subscriber Exclusive Subscriber Exclusive
15 Dec 2022 7:00 am
Analysis Uncategorized


‘PATIENCE IS A VIRTUE’: BRANDS ON HOW TO NEGOTIATE B2B PRICING DECISIONS

Matthew Valentine

Patience, open communication and human contact are crucial when navigating price
changes in the B2B world, particularly in the current climate.

Subscriber Exclusive Subscriber Exclusive
7 Dec 2022 7:00 am


MARKETING WEEK JOBS

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PARTNERSHIP CONTENT


PERFORMANCE ENHANCERS: TIPS FOR DRIVING RESULTS ON TIKTOK

Michael Barnett

10 Aug 2023 11:51 am
Analysis Uncategorized


MARKETING IN THE METAVERSE

Marketing Week Reporters

Sponsored by Meta
Analysis Uncategorized


BEYOND THE TICK-BOX: MAKING EVENTS AND EXPERIENCES ACCESSIBLE TO ALL

Luke-Matthew Iveson

Diversity, equity and inclusion (DEI) should not be considered abstract concepts
but be systematically put into practice when designing customer experiences.

Sponsored by WRG
Analysis Uncategorized


A ROADMAP FOR B2B CONTENT SUCCESS: EXPERIMENTATION, CUSTOMER EXPECTATIONS AND
GENERATIVE AI

Marketing Week Partner

At a recent Bynder event, Forrester guest speaker Phyllis Davidson shared
invaluable insights that can help marketers and CMOs enhance their content
strategies and engage with their target audiences effectively.

Sponsored by Bynder


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