Can marketing ever be a ‘green’ job?
Matthew ValentineWtih 11% growth in ‘sustainability’ as a skill for marketing jobs in the past year, do marketers have the right skills to thrive in the green economy?
Volvo: Ukraine war shows businesses have to be ‘prepared for everything’
Lucy TesserasVolvo Group’s chairman Carl-Henric Svanberg says companies need to think about what the new “world order” will look like as a result of the war, but he is in “no doubt” it will accelerate the green transition.
Google, Aldi, Boots: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Marketoonist on getting aligned
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Think laterally to get the most out of behavioural science
Richard ShottonSubtle signals can create positive perceptions of your products, without needing to hammer home their benefits in less trusted advertising messages.
Helen Edwards: Consumers are cutting back – is your brand next for the chop?
Helen EdwardsInflation forces consumers to edit brands out of their lives. To retain a starring role, your brand must be essential to their day, or inject it with joy.
Clubhouse’s marketing boss on the value of being a ‘culture-first marketer’
Charlotte RogersJust two years old and boasting a 10 million-strong waiting list when its invite only model ended, Clubhouse is on a mission to lead the surging social audio market, explains head of global marketing Maya Watson.
Lush to drive ‘ambitious’ growth plan with five key priorities
Michaela JeffersonThe cosmetics retailer plans to strengthen sales with five new priorities, including a revamp of its store estate, more “meaningful” campaigns, and re-engaging with customers through events and YouTube.
How Clinique’s YouTube approach evolved from awareness to full-funnel strategy
Sean HargaveClinique knew it had to drive digital DTC sales in Q4 2020 and one of the ways to achieve this was evolving its YouTube strategy beyond awareness, to drive efficient site traffic.
Why serving customers well starts with mindset and culture
Morag Cuddeford-JonesCustomer-centricity is about much more than customer analysis. At the DX Summit, senior marketers across energy, sport, media and automotive pointed to the values that keep customers – and employees – engaged.
Gambling brands banned from using sports stars in ads
Niamh CarrollNew regulations will force the likes of Paddy Power, Coral Racing and BetVictor to rethink their advertising partnerships with high profile sportspeople and reality TV stars.
Attitudes, customer centricity, sponsorship: 5 interesting stats to start your week
Cerys HollidayWe arm you with all the numbers you need to tackle the week ahead.
How one whisky brand is shaking off its ‘underdog’ reputation to step into the mainstream
Niamh CarrollDespite rising inflation and falling discretionary spending, longstanding whisky brand Tomatin plans to grow into a mainstream product this year.
Marketing’s value and Bat-Signal tactics: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the need to talk up marketing’s value to the story behind Channel 4’s ‘Superhumans’ success, it’s been a busy week. Here is my take.
Beer company’s ‘misleading’ April Fools promotion sparks 40 complaints within hours
Michaela JeffersonCustomers of Bier Company were tricked into signing up for a monthly subscription with an email stating they had won “free beer for life”.
Boots drives up digital’s share of sales after using Covid to rethink priorities
Lucy TesserasBoots.com now accounts for 15% of sales, while owner Walgreen Boots Alliance says the strategic review it launched of the overall business is “progressing well”.
How can brands cut through in a ‘saturated’ streaming market?
Michaela JeffersonWith fierce competition and pressures of inflation, this year has already seen a number of significant moves in the video streaming sector – from ad-funded models to platform launches. With so much noise, who is best positioned to win?
‘Vicious cycle’: Why brands are choosing to ditch the discounts
Michaela JeffersonM&S, Next, Superdry and PizzaExpress have all announced their intentions to move away from a culture of sales and discounting as a means of driving sales, as post-Covid demand offers the perfect moment to transform consumer expectations.
An ethnography of pricing: How and why marketers should put up prices
Mark RitsonInflation means price increases are marketing’s number-one priority for 2022. But how many marketers are capable or even aware of the challenge ahead? Our columnist provides a handy cheat sheet for those who want to get it right.
‘Strong brands always win’: Why marketing investment is crucial to survive inflation
Michaela JeffersonRising costs and price inflation will drive businesses to seek cuts and save margins, but marketers must ensure investment behind the brand is sustained.
Government outlines plans to support brands and consumers through inflation
Niamh CarrollIn his Spring Statement, Chancellor Rishi Sunak announced a number of measures to ease the impact of the highest inflation rate in 30 years.
Data doesn’t dictate trends, humans do
Martin LindstromMark Ritson is wrong about the lasting impact of Covid. Forget big data and spreadsheets, human insight shows the pandemic will continue to change consumer behaviour for years to come.
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For Omega and Swatch, the rewards of co-branding could be astronomical
Mark RitsonFar from cannibalising Omega’s luxury sales, the collaboration with Swatch on the £200 Moonswatch will breathe new life into both these sister brands.
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Welcome to the new normal, it’s the same as the old one
Mark RitsonDespite dire predictions of Covid-driven decline for some sectors and exponential growth for others, we’re largely where we would have been if it had never happened.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
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The key basics that form the foundation for data strategy
The importance of data and its relationship with business success has been a key theme in many a marketing discussion in recent years.
How to be agile and drive innovation through times of disruption
Digital transformation: Agility and innovation best practice guide
As digital technologies drive rapid change in customer behaviour, expectations, and market and competitive dynamics, and with long-term trends dramatically accelerated by Covid-19, businesses need to find ways to be more responsive.
‘It’s time to shout about the brand’: How Purplebricks plans to win over sceptics
Michaela JeffersonNew CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
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.
Senior buy-in vital to accelerate culture of marketing effectiveness, IPA finds
Michaela JeffersonAs IPA research reveals effectiveness culture scores rise significantly in brands where the value of marketing is understood by senior leadership, creating a roadmap could be the answer to securing C-suite support.
Amazon: Customer anecdotes are as important as data
Marketing Week ReportersReading the ‘tea leaves of culture’ and choosing to prioritise empathy are reasons why the global ecommerce giant continues to grow at pace, according to Amazon Studios CMO Ukonwa Ojo.
Just Eat on how it became part of people’s ‘way of being’
Marketing Week ReportersThe online delivery brand’s marketing boss believes that it has now become an essential part of our everyday lives, rather than an occasional treat.
Motorway’s Lloyd Page on using long-term fame to fuel ‘accelerated growth’
Charlotte RogersPoised to grow by 300% in 2021, used car sales platform Motorway is embarking on a major new campaign to drive brand awareness and achieve future fame.
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If the old logo ain’t broke, fix it anyway: Ritson’s rules for playing with brand codes
Mark RitsonThose questioning the updates to Heinz’s slogan and the British Rail logo miss the salience the brands will gain – but there are rules for playing with brand codes effectively.
Is Pfizer’s ‘Comirnaty’ genius branding or a major misstep?
Michaela JeffersonPfizer’s newly named Covid vaccine has been met with ridicule and scorn, but while some believe it makes “little logical sense” others think it could be part of a bigger play by the pharmaceutical giant.
How Team GB rewrote the rules of Olympics marketing on a shoestring
Matthew ValentineA strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
Insights from our roundtable series in partnership with eBay
Marketing Week PartnerTakeaways from our exclusive programme of events for marketers in the FMCG, finance, media and technology, home and garden, and fashion and lifestyle sectors.
Marketing Week Top 100 2021: We reveal the UK’s most effective marketers
Marketing Week ReportersMarketing Week reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.
