The best marketing campaigns of 2023: 168飞艇全国统一开奖数据/幸运168飞艇官方开奖/2024年新版飞艇官方开奖直播
Marketing Week ReportersFrom M&S to Guinness to Cadbury, the Marketing Week team reveals the second six campaigns that make up our best of 2023.
On the Beach CEO credits brand differentiation for increasing marketing effectiveness
Niamh CarrollTravel brand On the Beach reduced marketing spend from 45% of its revenue last year to 38% this year. It claims its spend is working harder with a focus on offline and an increasingly differentiated brand.
Sainsbury’s dual focus on premium product and price powers its largest market share gain in a decade
Chris SutcliffeThe supermarket chain’s strategy to “go after both” quality and the cheapest has helped it increase market share by 0.4 percentage points.
‘High-tech, high-touch’: Aston Martin on transforming digital to create personalised experiences
Josh StephensonAston Martin has been overhauling its digital offer to create “almost one-to-one” experiences for potential customers.
Marketoonist on the many hats of a CMO
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The best marketing campaigns of 2023: Part 1
Marketing Week ReportersFrom Barbie to McDonald’s to Heinz, the Marketing Week team reveals the first six campaigns that make up our best of 2023.
Is brand building the secret to solidifying the growth of private label?
Ian BurrellPrivate label products have been eating into the market share of branded labels for years now. It can be argued, though, retailers are not doing enough to solidify this trend by engaging with will make them stick around long-term: brand building.
It’s time The Body Shop became exciting as well as ethical
Helen EdwardsThe Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
How to enhance customer loyalty through personalised experiences
Marketing Week PartnerThe hospitality industry thrives on providing customers with experiences designed around their preferences.
‘The penny has dropped’: Is purpose having a crisis of confidence?
Michaela JeffersonA few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?
2023 marketing year in review: It’s been a good year for…
Marketing Week ReportersFrom a rise in brands positioning with competitors to B2B brand building going to the next level and women’s sport becoming ‘commercially sustainable’, 2023 has been a good year for shaking up the status quo.
This Much I Learned: ITV’s CMO Jane Stiller on the need for ‘diversity of thought’ in marketing
Marketing Week ReportersIn the latest episode of Marketing Week’s This Much I Learned podcast, ITV’s CMO Jane Stiller talks about what has changed for the better and worse in marketing since she started her career, marketing’s influence in businesses, and the mistakes that have helped shape her career.
Why TikTok campaigns aren’t just for Christmas
Marketing Week PartnerWith the right TikTok strategy, your brand can reach a highly engaged audience primed to spend their post-Christmas cash.
Dr Martens’ pricing power and UKTV’s rebrand: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Dr Martens’ price resiliency to UKTV uniting its streaming and linear offer under U, it’s been a busy week. Here is my take.
UK ad growth, post-purchase comms, retail footfall: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
‘Premier league’ marketers: What brands can learn from elite sport
Marketing Week PartnerMarketers, like sportspeople, must focus on the ‘hard yards’ that make the moments of glory possible.
Why TikTok went into ‘professional mode’ to win B2B hearts
Marketing Week ReportersA LinkedIn takeover helped TikTok persuade marketers the social media app could become their new home for performance marketing.
Diageo CFO: 168飞艇全国统一开奖/幸运飞行艇官方开奖记录查询/飞艇最新开奖结果
Niamh CarrollDiageo has increased its marketing investment by 60% since 2017 and intends to continue to step up this spend, despite lowered projections for its profit and sales.
‘I do a lot of internal influencing’: B2B marketers on how to get brand investment
Josh StephensonConvincing senior leadership of the benefits of brand building in B2B is still a struggle for many marketers.
This Much I Learned: Les Binet and Peter Field on 10 years of The Long and the Short of It
Marketing Week ReportersA decade on from the launch of The Long and the Short of It, effectiveness experts Les Binet and Peter Field reflect on the book’s impact and look ahead to what’s next.
Xero: ‘Consistency’ is key for B2B firms investing in brand building
Josh StephensonThe B2B brand was an unlikely sponsor of the Women’s World Cup but sees sport as another opportunity to invest in brand marketing and build connections with its customers.
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Creativity is marketers’ last legal unfair advantage – and I don’t mean advertising
Secret MarketerOur marketer on the inside argues that as people move up the career ladder what they gain is often not as precious as what they leave behind.
Three ways brand building is similar to compound interest
Johnny CorbettBrand building adds long-term value, enhances business impact, and gets better with creativity and commitment.
Our Future Marketing Leaders show the industry is in safe hands
Russell ParsonsMarketing Week editor-in-chief Russell Parsons explains how we selected our new list of the industry leaders of tomorrow, sponsored by Digitas.
Christmas is coming
Creative campaigns and exclusive insights from across the agency landscape.
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A quick guide to data-driven marketing
This quick guide offers an introduction to data-driven marketing and the benefits of deeper customer insights. It offers practical guidance and frameworks for using data to optimise marketing efforts.
Recruiting for in-demand skills
With the digital marketing skillset expanding alongside evolving business and consumer needs, organisations face a ‘war on talent’ as demand outstrips supply. This quick guide looks at how businesses can optimise their recruitment process to attract and retain the right candidates.
Direct Line’s Ann Constantine on the ‘next leap’ for effectiveness
Charlotte RogersReflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s.
The 2023 Agenda: The spotlight shines brighter on effectiveness
Charlotte RogersMarketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics.
How one white goods brand is proving marketing’s worth in a challenging economy
Niamh CarrollArçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
Meet the marketers swapping corporate life for portfolio careers
Matthew ValentineAttracted by their curiosity and intrinsic knowledge of digital transformation, brands are ramping up their interest in appointing marketers as non-executive directors.
What does 2023 look like for marketing recruitment?
Molly InnesLooking for a new role in 2023? Here’s what to expect from the recruitment market.
Why CMOs are turning to WhatsApp groups for support
Molly InnesAs marketing WhatsApp communities grow in prominence, why are so many marketers turning to peer-to-peer groups for support?
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Tesla is about to experience the seven perils of discounting
Mark RitsonBy discounting for the first time, Tesla is not only starting an electric vehicle price war, it is communicating its weakness to existing and future customers.
Pricing: Marketers on the business case for behavioural science
Charlotte RogersRather than opting for blanket promotions and slashing prices, marketers are advised to tap into the power of behavioural science.
‘Patience is a virtue’: Brands on how to negotiate B2B pricing decisions
Matthew ValentinePatience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
How to harness audiences’ attention in a fragmented media landscape
Marketing Week PartnerToday’s consumers are inundated with media vying for their attention, as delegates heard at this year’s Festival of Marketing. So how can cultivating ‘fandom’ help brands cut through?
Why ‘emotional loyalty’ is the new opportunity for brands
Marketing Week PartnerTrue emotional connections between brands and customers boost revenue as well as retention, but marketers need an accurate understanding of the key trigger moments.
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Marketing Week PartnerConsumer interest in eBay’s fashion offerings skyrocketed this year, thanks to a campaign from agency DEPT that bridged TikTok, TV and everything in between.