John Lewis campaign ‘failing to land’ with non-customers, data suggests
Amrit VirdiKantar’s latest data suggests the recent John Lewis ad is landing with shoppers, but not with those unfamiliar with the brand.
Kantar’s latest data suggests the recent John Lewis ad is landing with shoppers, but not with those unfamiliar with the brand.
Since launching equal parental leave in 2020, Innocent has fostered a more inclusive culture and enhanced its employer brand, says people lead Sophie Wilson.
Digital commerce is evolving rapidly, and with the customer journey becoming more complex than ever, marketers from Barilla, Karo Healthcare, and Nectar360 discuss how they best serve customers across different touchpoints.
Marketing has become very serious – but a dollop of humour can do wonders for effectiveness and doesn’t have to come at the expense of your brand message.
As fashion houses come under increasing scrutiny for their environmental policies, Gen Phoenix saw an opportunity to grow into a new market and re-define its proposition, leading it to work with brands including Coach and Dr Martens.
7up is focusing on the consumer trend of mixology and “elevated” soft drinking consumption in pursuit of making the brand more relevant in more occasions.
Loyalty programmes have changed dramatically in the past five years and serve as a yardstick for the digital transformation of grocery retail.
Joining Zurich Insurance after over three decades at Lego, Conny Kalcher was keen to introduce new processes but faced rejection after failing to “understand the context” of her new organisation.
Elevating customer experience, facilitating ‘win-win’ brand partnerships and reconnecting with ‘lost’ customers; there’s much more to affiliate marketing than you realised.
Chase CMO Deborah Keay reveals how Chase is repositioning while increasing customer focus and using partnerships to reach communities.
According to Marketing Week’s exclusive new research, many B2B marketers are taking on an increasingly strategic role. But for those who are still fighting for recognition and investment, internal marketing and collaboration are key.
At 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 universal lessons to be learned from our Brand of the Year candidates to Typhoo adopting a challenger mindset, it’s been a busy week. Here is my take.
The fracturing nature of globalisation, the importance of nostagia and Gen Z’s interest in living for today are all identified as areas to watch for brands in Ipsos’s annual survey of 50,000 people across 50 different markets.
Suntory Global Spirits whiskey brand Basil Hayden saw sales and brand health metrics grow after it ditched its most recognisable asset, its “bib” label.
The Alzheimer’s Society is on a mission to tell the “hundreds of thousands” of real stories of living with dementia after relaunching its ‘The Long Goodbye’ campaign.
Co-op claims to be “firmly” on track to reach 8 million members by 2030, having grown its scheme to 5.5 million members already.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Data and analytics skills gaps might be worrying B2B marketers, but are they underestimating the importance of critical thinking, financial fluency and empathy?
Nearly half of marketers haven’t been offered the opportunity to upskill, compounding an existing skills problem and piling increasing pressure on teams.
Marketing Week’s new and exclusive State of B2B Marketing research reveals customer insight is the most critical quality B2B marketers can possess, with empathy languishing at the bottom.
When we translate ‘key performance’ indicator to mean ‘metric’ we miss the chance to ask bigger and more important questions.
Prioritising measurement too highly puts all the focus on outcome numbers, completing tasks and finding quick fixes. Look for ways to create value instead.
Outgoing CEO John Donahoe set Nike on the wrong trajectory, thanks to bad assumptions about product and distribution, and an insufficient focus on brand.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.