Why innovation is the cornerstone of Britvic’s excellence agenda
Charlotte RogersThe marketing team has developed a brand growth framework designed to identify “where to play and how to win”.
‘Still horrible’: Marketing recruiters and jobseekers on the current state of the market
Molly InnesRecruiters and jobseekers are continuing to struggle in the current landscape, with few jobs and opportunities leaving brands taking advantage of the ‘buyer’s market’.
The CX50 2024 list in full: The UK’s leading customer experience professionals
Marketing Week ReportersMarketing Week, Cognizant and Adobe reveal the full CX50 list of the top 50 CX professionals across five UK industry sectors.
Who are marketing’s biggest boardroom allies?
Matthew ValentineFrom winning over the CFO to ensuring the CEO has your back, marketing leaders must form alliances if they want to be at the top of the corporate agenda.
Four ways to find out where your customers are coming from
Marketing Week PartnerUsing effective methods of tracking referral channels means marketers gain a 360-degree view of their business’s leads.
Pasta brand Barilla on why formalising marketing excellence drives growth
Michaela JeffersonAppointed in 2022 to lead the excellence agenda at pasta giant Barilla, Natalie Howell believes prioritising consistency and rigour helps brands scale.
Should marketers signal they’re out of work on LinkedIn?
Molly InnesDebate continues to rage as to whether out-of-work marketing candidates should signal their employment status on LinkedIn, with recruiters conflicted on the pros and cons.
Creators are pioneering a new way of brand-building: Audience-orientation
Paul BaileyMarketers are often taught there are two ways to orient your business: product and market. But creator-backed brands like Prime are finding a third way: audience-orientation.
We mustn’t let the seductive siren call of AI lure the industry back in time
Helen JamesWork must be done to clean up the bias in data that is fed into many AI tools or the industry risks going backwards.
Want your investment to deliver? Make mend and repair your mantra
Andrew GeogheganIn a world where less is more, checking insights, aligning KPIs and adopting a mend and repair mindset can make your marketing investment work harder.
What is marketing? That can only be decided by businesses
Johnny CorbettDefinitions of marketing are wide-ranging and inconsistent, but it’s up to organisations to work out what it means and how it can help them.
It’s time to break down your brand and build it back up
Helen EdwardsFollow British Airways’ example: for every new ad you make, identify at least one customer experience improvement to go with it.
Ritson is right, pre-testing has transformed marketing effectiveness
Peter FieldThe effectiveness expert and author of The Long and the Short of It explains how pre-testing has led to more effective ads, focusing on emotional response.
Marketers need to accept they are no more empathetic than anyone else
Andrew TenzerMarketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.
How ITV turbocharged marketing’s influence with streaming reboot
Marketing Week ReportersAccording to employees, the marketing department is being taken more seriously than prior to the launch of revamped streaming service ITVX.
How Range Rover and Sky joined forces to create ‘event TV’
Marketing Week ReportersThe car brand enlisted the help of Sky Media to take the launch of the Range Rover Sport from standard branded content to must see TV.
How a ‘culture-making’ tie-up helped JBL go viral
Marketing Week ReportersThe audio brand’s collaboration with US rapper Doja Cat went from the Grammy Awards to viral TikTok sensation, helping JBL resonate with its key Gen Z audience.
How a ‘focus on excellence’ helped BBH grow business by 90%
Marketing Week ReportersThe creative agency improved its pitch conversion rate by 28% in 2022, attracting brands from Netflix to Wayfair in the process.
How ITV attracted 2 million new viewers
Marketing Week ReportersInvesting in detailed audience insight helped ITV segment its first-party dataset to fuel the launch of streaming service ITVX.
How one brand hit 215% ROI with ‘sophisticated’ segmentation
Marketing Week ReportersA multi-layered segmentation strategy helped garden centre chain Dobbies identify the ‘killer’ categories directly influencing customer behaviour.
How Cadbury’s multichannel mantra delivered £230m in revenue
Marketing Week ReportersFrom interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
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Samuel JoyAll the latest marketing podcasts from Marketing Week, featuring analysis of marketing trends and interviews with top marketers.
