‘Absolute crisis’: Are marketers at breaking point?
Charlotte RogersUnder pressure, overwhelmed and walking a tightrope to keep their jobs, is it any wonder marketers are on the edge of burnout?
‘Want is different from need’: Are marketers drowning in their tech stack?
Josh StephensonAs part of a new series exploring the opportunities and challenges of martech, we look at how the explosion of tools has left many marketers confused about where to turn and what can be done about it.
Nestlé Waters & Premium Beverages sets sights on ‘better4you’ beverage growth
Marketing Week PartnerThe drinks company’s chief growth officer on creating a ‘better4you’ beverages portfolio in sync with contemporary consumers.
‘Changing perceptions, changing habits’: KFC on the challenge of expanding into a new category
Niamh CarrollKFC has launched a drinks range, aimed at reaching consumers at different times of day, with its strategy and innovation director saying the biggest challenge it faces is becoming “famous” for more than just chicken.
‘There was no trust’: How workplace culture impacts women in B2B
Emily ManockThree female B2B marketing leaders discuss how attitudes to women in the workplace have affected their careers.
Starbucks’ customer focus and driving trust: 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 Starbucks looking to appeal to both frequent and lapsed customers to the need for brand trust in challenging times, it’s been a busy week. Here is my take.
Why innovation and pricing discipline will define marketing leadership this year
Emily ManockMarketing leaders explain how investing in brand will be key to navigating economic challenges in the latest episode of The Lowdown.
Marketing’s ‘sweet spot’ is where customer, capability and culture meet
Johnny CorbettTo be effective, marketers need a thorough understanding of all three areas, and to fully explore all the gaps and overlaps.
‘Do more with less’ is a passing symptom of techno-limbo
Grace KiteEconomies are transitioning from the plateau of online growth to adoption of AI, renewables and biotech. With confidence in new tech, investment will grow.
The authenticity double standard is negatively impacting female leaders
Helen JamesWe tell brands that humanity drives commercial success, so why do we still advise women leaders to suppress theirs?
Brands need high ambitions for advertising’s next golden age
Helen EdwardsAs ad-funded streaming brings back mass-market TV spots, marketers and agencies can delight audiences again – with technology offering new possibilities.
Is being ‘high-performing’ too much to ask of marketing teams?
Abigail DixonTo get the most of marketing teams in today’s challenging environment, give them psychological safety rather than greater pressure to perform.
Stop saying ‘brand marketing’, it’s one half of a false dichotomy
Thomas BartaPerformance marketing has an evil twin: brand marketing – another term that promises clarity, but mostly delivers the opposite.
Reality Check: There’s more to mental availability than category entry points
Ian MurrayThe impact of How Brands Grow is undeniable but while category entry points are an important tool, the social and fitness signals that surround your brand matter just as much.
‘Substance versus punditry’: ServiceNow on navigating the ‘social ecosystem’
Emily ManockDescribing LinkedIn as a “holistic marketing engine”, the B2B SaaS firm’s focus on social has paid off in lead generation and brand awareness.
How Jaffa Cakes’ ‘renegade’ energy sparked a national debate
Marketing Week ReportersAiming to reverse the decline of its famous snack brand, McVitie’s grabbed attention with tongue-in-cheek out-of-home placements.
How Bupa’s marketing ‘reset’ drove a revenue boost
Marketing Week ReportersBased on an ethos of “energy, expertise and empathy”, Bupa Global’s marketing team went from service function to strategic leaders in the space of three years.
‘Virality isn’t always good’: One luxury resale platform on cracking the UK
Emily ManockHaving bought the now-shuttered Luxe Collective, Fashionphile is using social media, community building and IRL experiences to expand in the UK.
‘Core human emotion’: How Volkswagen used fan stories to drive consideration
Emily ManockThe car marque’s ‘YourWagen’ brand platform has enabled VW to better connect with audiences, and been recognised by Kantar as one of the most creatively effective campaigns of the year.
How Vitality smashed sales targets with a fresh take on life insurance
Marketing Week ReportersVitality subverted category expectations and beat sales targets with a proactive proposition focused on living a better life.
‘Famous but misunderstood’: Inside David Lloyd Clubs’ seven-year marketing-led transformation
Molly InnesDavid Lloyd Clubs “weaned” itself of discounting, implemented individual club MMMs and rebalanced its marketing spend to achieve growth, says marketing director Andrea Dearden.