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Marketing Week ReportersOne hundred marketers across 10 category groupings have been awarded a place in Marketing Week’s 2023 Top 100, sponsored by Digitas.
‘Short-term pain to protect brands’: Boohoo Group doubles down on marketing as it slashes forecast
Niamh CarrollBoohoo expects revenues to decline by between 12% and 17% in its full 2024 financial year but says it remains committed to investing in marketing for the long-term health of its brands.
Fashion brands need to be prepared for a gender-fluid future
Helen JamesGender-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.
Greggs’ focus on loyalty pays off as sales climb
Chris SutcliffeThe high street baker has posted positive results as a result of longer opening hours, a focus on loyalty, and reduced cost inflation.
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Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Four brands on the benefits market research brought to their business
Josh StephensonThe latest instalment in our State of Market Research series looks at four times when market research has made a real difference to an organisation – and the lessons that can be learned from it.
McVitie’s: Investment in brand is crucial for remaining in ‘hearts and minds’ of consumers
Niamh CarrollMcVitie’s claims to be the “definitive” UK biscuit brand, but its marketing director James King says it can’t afford to not invest in its position, as it launches a new masterbrand campaign.
What does the term ‘marketing transformation’ really mean to businesses?
Niamh CarrollMarketing transformation is a term used by all sorts of brands and business but lacks a common term. What classes as truly transformative work, however, is a fiercely debated topic.
Unravelling Babel’s tongue: AI within transcreation
Rik GrantAI has potential in ad translation, but creative copywriters still beat it at transcreation – adapting messages between languages with the right tone and context.
Best in class brand building: Top marketers on getting brand diagnosis and positioning right
Michaela JeffersonIn 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.
Value of the UK’s top brands drops by 14%
Molly InnesThe brand value of UK companies fell 14% this year, compared with 1% growth in 2022, according to BrandZ’s latest UK ranking.
Christmas spending, accessibility, retail data: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Kellogg Company splits business with launch of Kellanova to house global snacking brands
Chris SutcliffeFollowing a split between its US-based cereal business and global snacking organisation, Kellogg Company is negotiating a new brand architecture.
Budgeting and changing strategy: 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 cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
Nike pledges to ‘stay on the offensive’ as it increases focus on demand creation
Chris SutcliffeThe sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
How Dunelm’s top marketer shifted focus from product to customer
Josh StephensonSean McGinty tasked himself with putting the customer at the heart of Dunelm when he joined the business from Aldi earlier this year.
Justify budget requests with a solid set of projections
Grace KiteRunning 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.
2023极速赛车查询开奖数据官网计划 现场直播结果+开奖结果: Cautionary tales from the budgeting and planning frontline
Molly InnesFive former CMOs with lots of experience across a multitude of sectors and brands share their budgeting horror stories and the lessons they’ve learnt along the way.
Diagnose first, strategise second: Why you need to start at the beginning when planning
Secret MarketerAs part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how they are overcoming some of the common pitfalls.
Marketers on how to stop budgets becoming ‘a self-fulfilling prophecy’
Charlotte RogersAs inflation takes its toll, marketers should get the whole business involved in the conversation about how to be smarter with budgets, says Paws.com marketing boss Adam Lawrenson.
‘Triple-Cooked Marketing Budgets’: The full recipe
Mark RitsonMarketing budgeting is flawed. Marketers are more confused about budgeting than ever before. Here’s your complete three-step guide to fixing it.
The best way to get buy-in for investment? Remove every reason to say no
Jon EvansFor 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.
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Scientific findings should be replicated somewhere other than PowerPoint
Helen EdwardsMarketers too readily accept and share the findings of behavioural ‘science’, when they should be demanding the sources and challenging the contexts.
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Dynamic pricing is a marketing masterstroke – if you can sell it
Mark RitsonChanging prices in real time to reflect costs and demand is the ideal way to maximise profitability, but only if your customers don’t see it as a raw deal.
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A quick guide to data-driven marketing
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.
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.
Direct Line’s Ann Constantine on the ‘next leap’ for effectiveness
Charlotte RogersReflecting 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.
The 2023 Agenda: The spotlight shines brighter on effectiveness
Charlotte RogersMarketing 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.
How one white goods brand is proving marketing’s worth in a challenging economy
Niamh CarrollArçelik , 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.
Meet the marketers swapping corporate life for portfolio careers
Matthew ValentineAttracted by their curiosity and intrinsic knowledge of digital transformation, brands are ramping up their interest in appointing marketers as non-executive directors.
What does 2023 look like for marketing recruitment?
Molly InnesLooking for a new role in 2023? Here’s what to expect from the recruitment market.
Why CMOs are turning to WhatsApp groups for support
Molly InnesAs marketing WhatsApp communities grow in prominence, why are so many marketers turning to peer-to-peer groups for support?
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Tesla is about to experience the seven perils of discounting
Mark RitsonBy 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.
Pricing: Marketers on the business case for behavioural science
Charlotte RogersRather than opting for blanket promotions and slashing prices, marketers are advised to tap into the power of behavioural science.
‘Patience is a virtue’: Brands on how to negotiate B2B pricing decisions
Matthew ValentinePatience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
Beyond the tick-box: Making events and experiences accessible to all
Luke-Matthew IvesonDiversity, equity and inclusion (DEI) should not be considered abstract concepts but be systematically put into practice when designing customer experiences.
A roadmap for B2B content success: Experimentation, customer expectations and generative AI
Marketing Week PartnerAt 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.