Olympics, pricing, internal comms: Your Marketing Week
Russell ParsonsTwo weeks into working from home for most of you, and one week into near lockdown for us all, it’s again been a week dominated by the coronavirus at Marketing Week.
In-depth features, interviews and insights into marketing’s biggest issues.
Two weeks into working from home for most of you, and one week into near lockdown for us all, it’s again been a week dominated by the coronavirus at Marketing Week.
During this time of crisis, internal communications teams are stepping up to help manage the message for brands, support employees and boost morale.
Brands that continue to advertise through the coronavirus crisis will enjoy increased salience as consumers use media to occupy their time – and if you don’t, your competitor will.
The natural reaction to a crisis is to hunker down and protect short-term profitability, but with demand for most brands either through the roof or through the floor, marketers must look longer term if they possibly can.
Pushing back the Games to 2021 is a challenge for sponsors, but it also means they have another year to prepare for one of the world’s greatest sporting events.
Brands from Nespresso to Seedlip are reframing the way consumers think about their products, shifting outside their traditional categories to claim a larger share of shoppers’ wallets.
From motivating remote teams to finding new methods of measuring success, marketers will need to navigate a ‘perfect storm’ as the coronavirus pandemic sparks profound changes to the world of work.
Cheryl Calverley feels lucky to have “grown up” in Unilever and Birds Eye, but it wasn’t until she left FMCG that she realised she was talking in Chinese while everyone else was speaking Dutch.
Blending a clever launch strategy with a healthy dose of hype, Greggs took plant-power mainstream in 2019 with the launch of its vegan sausage roll.
From Glossier to Amazon, brands across the retail spectrum are adopting a ‘customer-backwards’ approach to developing new propositions which works back from the customer insight.
As purpose is put to the test in the midst of the global Covid-19 pandemic, which brands are stepping up and which are missing the mark?
In this latest edition of the podcast, Marketing Week lifts the lid on B2B marketing and revisits how Marks & Spencer unwittingly kicked off the trend for ‘food porn’.
In search of a distinctive idea to reignite its business, Marks & Spencer unwittingly kicked off the trend for ‘food porn’ with the release of its 2006 campaign ‘This is not just food’.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
A hallmark of the B2B sector, account based marketing enables brands to develop one-to-one relationships with key accounts, as long as they are prepared to play the long game.