‘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?
A 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?
From 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.
In 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.
Travel 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.
The supermarket chain’s strategy to “go after both” quality and the cheapest has helped it increase market share by 0.4 percentage points.
With the right TikTok strategy, your brand can reach a highly engaged audience primed to spend their post-Christmas cash.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Aston Martin has been overhauling its digital offer to create “almost one-to-one” experiences for potential customers.
From M&S to Guinness to Cadbury, the Marketing Week team reveals the second six campaigns that make up our best of 2023.
At 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.
We arm you with all the numbers you need to tackle the week ahead.
Private 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.
From Barbie to McDonald’s to Heinz, the Marketing Week team reveals the first six campaigns that make up our best of 2023.
Marketers, like sportspeople, must focus on the ‘hard yards’ that make the moments of glory possible.
A LinkedIn takeover helped TikTok persuade marketers the social media app could become their new home for performance marketing.