Snap, Amazon, Asda: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
As the first CMO of Snapchat, Kenny Mitchell’s first priority was to restructure and scale its marketing team, building a “symbiotic” relationship with product.
CMO Tamara Rogers says that the consumer health business will achieve growth by adjusting its structure, focusing on effectiveness, and doubling down on purpose.
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 calls to standardise the definition of effectiveness to increasing marketers’ data literacy, it’s been a busy week. Here is my take.
The goal at Dell is to ensure marketing effectiveness is not analysed in silos, although global brand boss Liz Matthews insists the art is in measuring what matters.
Yorkshire Tea is on a mission to grow the declining black tea category while luring “habitual shoppers” of other tea brands.
The Festival of Marketing is set to become the “live embodiment” of Marketing Week when it returns in October with a new name.
AB InBev’s in-house agency lead argues companies need to democratise creativity across all teams, not just marketing, in order to achieve business success.
Wetherspoon says it has increased marketing spend “substantially” as it looks to entice people back to its pubs post-pandemic.
Arguing that effectiveness is all about effective reach, Pinterest CMO Andréa Mallard urges marketers to look beyond “superficial vanity metrics”.
Challenger brand Here We Flo is accelerating its growth with TV and expansion into the US, as it works to meet customers “where they are”.
Leading questions and researcher bias have fuelled the social purpose orthodoxy, which marketers are only now acknowledging has no basis in evidence.
As inflation hits record highs, showing solidarity with shoppers, refusing to sacrifice innovation and following customer data closely could help brands survive.
The FMCG giant is looking to build “sustainable results over a long period of time”, which means continuing to invest in its brands even as cost inflation bites.
Think of marketing as a sandwich, with the bread representing brand building and the filling performance marketing. Separately they do a job, but the true magic only happens when they come together.