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‘The three things marketers require to meet the needs of modern customers’

21/02/2019

The nature of modern customers means marketers face a radically different landscape to their predecessors. Only those that blend knowledge, skills and mindset will prevail. The post ‘The three things...

The Founding 50 reveal their initial ideas to get young people excited about marketing

21/02/2019

Coming together for the first time last month, the School of Marketing's ambassadors - known as the Founding 50 - outlined their initial plans to get young people fired up about pursuing a career in marketing. The...

The Independent Group can only win with strong and clear positioning

21/02/2019

Taking a united stand on a few key issues is the only way a breakaway party could overcome the Labour and Conservative brands, according to new research commissioned by Marketing Week. The post The Independent...

How Adidas is trying to shake off hiking’s ‘stale’ image

21/02/2019

From scaling Kilimanjaro to making a fashion statement in East London, the sportswear giant is moving into hiking with the hope of eliminating the stigma attached to the outdoor sport while appealing to...

GambleAware targets 2.4 million impulsive gamblers with campaign focused on regret

21/02/2019

The charity hopes its preventative campaign will intercept impulsive bettors on the cusp of developing gambling issues with a relatable message that moves the conversation away from addiction. The post...

Mondelēz pilots innovation hubs as it shifts focus from costs to growth

20/02/2019

The Cadbury, Oreo and Ritz owner is piloting cross-functional innovation teams as it looks to take a more flexible and faster approach to new product development. The post Mondelēz pilots innovation hubs...

Ellen Hammett: M&S’s move to split its creative should bring some much needed spark back

20/02/2019

The decision to put its clothing & home ad account up for review is the latest sign the retailer is finally addressing the very different problems its two businesses face - which come down to product perceptions...

Sainsbury’s and Asda could be forced to sell one of the brands after merger deemed ‘bad for customers’

20/02/2019

The competition watchdog has raised serious concerns around price and competition, saying the merger between Sainsbury's and Asda would need some major changes, including the possibility of selling either...

Mark Ritson: It’s time to shut down digital marketing teams for good

20/02/2019

Consolidation of teams to remove duplication by specialist digital marketers can't come soon enough, and will allow us to focus on the consumer instead of the media channel. The post Mark Ritson: It’s...

Knorr talks sustainability for the first time as it looks to ‘democratise’ nutritious food

19/02/2019

As one of Unilever's largest brands, Knorr believes it can drive tangible behaviour change that has a lasting positive impact on the environment and people's health. The post Knorr talks sustainability...

Try This: Build someone’s confidence

19/02/2019

Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders. The post Try This: Build someone’s confidence appeared first on...

Marketoonist on the seven marketing personas

19/02/2019

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

‘People asked if I was smoking something’: Mastercard’s CMO on developing its new sonic branding

19/02/2019

Mastercard’s new sound identity took two years and a “big” investment from the brand, but its CMO Raja Rajamannar believes its development is key as consumers increasingly use devices such as voice...

Zoopla shifts focus from awareness to consideration

19/02/2019

Zoopla’s new CMO Gary Bramall says brand advertising will become “more pulsey” as he moves to create more integrated marketing campaigns with a greater focus on content. The post Zoopla shifts focus...

M&S splits ad business as it puts clothing and home up for review

18/02/2019

Marks & Spencer is on the hunt for a new agency for its clothing and home division in the latest sign that the retailer is seeking to differentiate its two business units. The post M&S splits ad business...

Top ad spenders, in-house talent, retail sales: 5 killer stats to start your week

18/02/2019

We arm marketers with all the numbers, statistics and data they need to prepare for the week ahead. The post Top ad spenders, in-house talent, retail sales: 5 killer stats to start your week appeared first...

One marketer on how a sabbatical helped her reset mentally and professionally

18/02/2019

Mieke Stones took a three-month sabbatical from her role as head of marketing at London Sport to cycle from Holland to Portugal last year, which not only improved her mental health but boosted her confidence...

The Insight Show partners with networking forum AURA

18/02/2019

The partnership with AURA, the networking forum for brand-side insight professionals, will see it host its own conference within the Insight Show. Sessions aim to bolster the influence of insight in conversations...

Nestle, Uber, Samsung: Everything that matters this morning

18/02/2019

Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today. The post Nestle, Uber, Samsung: Everything that matters this morning appeared first on Marketing...

How marketers are switching up their careers with sabbaticals and secondments

18/02/2019

As our annual Career and Salary Survey showed, it's all too rare for marketers to go on secondment or take a sabbatical. However, the experience can bring new skills, broader horizons and a better work/life...

Hack your commute: Schedule your day

18/02/2019

If you find your to-do lists getting longer, not shorter, it might be worth adopting methods such as the Pomodoro Technique to help focus the mind and minimise distractions. The post Hack your commute:...

Under Armour, Pernod, Benefit: 5 things that mattered this week and why

15/02/2019

Catch up on all the important marketing news from this week including Under Armour's focus on marketing effectiveness, Benefit's brand revamp and the government's proposed investigation into the online...

RAF challenges sexist stereotypes with provocative ad juxtaposing clichéd ad slogans with front line combat

15/02/2019

The RAF, which won Channel 4's annual £1m Diversity in Advertising award, mocks the gender stereotypes that all too frequently appear in mainstream advertising after new research found 40% of the most...

‘There’s no such thing as a digital team’: Co-op Bank rethinks marketing as it launches business campaign

15/02/2019

Co-op Bank is launching a business banking campaign that will use data to target SMEs across platforms including TV and social media as it moves to create campaigns beyond TV spots. The post ‘There’s...

Toyota gears up to bring marketing automation in-house in efficiency drive

14/02/2019

The Japanese car marque has created a new division in Europe so it can do more personalised marketing and avoid using TV for tactical campaigns. The post Toyota gears up to bring marketing automation in-house...

Mark Ritson: Think TV is dying? You’re forgetting about the ‘Knopfler Effect’

14/02/2019

New Ebiquity data questions whether TV's superiority for marketing effectiveness will last beyond five years, but it ignores people's propensity to change behaviour as they get older. The post Mark Ritson:...

Helen Edwards: Use technology to show more humanity, not less

14/02/2019

Marketers need to get involved in conversations around technology to ensure it is put to use in a meaningful way that will enhance consumers' experience rather than leave them feeling cold. The post Helen...

Marketing Week’s Masters Awards are back for 2019 and open for entries

14/02/2019

The UK’s biggest celebration of marketing excellence and the only awards to be judged exclusively by marketers, the Marketing Week Masters Awards return for 2019. The post Marketing Week’s Masters...

Benefit reviews its brand DNA to keep up with Gen Z

13/02/2019

Benefit is updating its brand positioning to ensure it is relevant among a new wave of consumers looking for inspiration rather than aspiration and as it faces growing competition from direct-to-consumer...

Charlotte Rogers: By embracing the grassroots Carling shows a real interest in life on the margins

13/02/2019

The beer giant’s unvarnished portrayal of British communities shows there’s life outside the Brexit bubble. The post Charlotte Rogers: By embracing the grassroots Carling shows a real interest in life...

Under Armour wants to be a ‘louder brand’ as it looks to turn ‘each marketing dollar spent into three’

13/02/2019

The American sportswear company is trying to make marketing dollars stretch further as it faces relentless competition from industry giants Adidas and Nike. The post Under Armour wants to be a ‘louder...

How Coca-Cola, Lego and Gillette tapped into the wisdom of crowds

13/02/2019

Gillette, Lego and Coca-Cola are among the big brands using crowdfunding as a means of increasing the speed and reducing the risk of innovation, while getting rare direct access to consumer data and feedback. The...

New rules hit gambling brands targeting under-18s

13/02/2019

Online gambling ads featuring animated characters, celebrities or influencers who appeal to under-18s will be banned to protect children from harm. The post New rules hit gambling brands targeting under-18s...

How Liverpool FC looks to ‘compete at the highest level’ both on and off the pitch

12/02/2019

With Premier League glory within reach, marketing at Liverpool Football Club is more important now than ever if it’s to leverage its growing fan base and engage with supporters beyond match days. The...

Pernod Ricard on ‘right trajectory’ following marketing shake-up

12/02/2019

The drinks giant boosted sales by 5% for the H1FY19 period, with "strong" results leading to it increasing its profit guidance to between 6% and 8%. The post Pernod Ricard on ‘right trajectory’ following...

How brands can thrive despite the squeeze on consumers’ attention

12/02/2019

Grabbing consumers’ attention is harder than ever for brands that find themselves chasing their target audience across a multitude of screens at different times of the day. The...

Online ad market faces investigation over competition concerns

12/02/2019

The Cairncross Review into the future of the UK news industry has called on the Competition and Markets Authority to investigate the efficiency of the online ad market, which is dominated by Google and...

Marketoonist on brand social purpose

12/02/2019

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

Ben Davis: AR fails on its only selling point – escaping reality

12/02/2019

Too many marketers are getting swept up in new ways to execute their campaigns, losing focus on the message in favour of the medium. The post Ben Davis: AR fails on its only selling point – escaping...

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