How M&S and Innocent used emotion and ‘single-mindedness’ to earn attention
Grace GollaschBy playing on emotions and using humour, M&S and Innocent successfully used Instagram to earn and retain attention, according to Kantar’s ‘The Works’ study.
How does the fractional CMO role impact agency relationships?
Grace GollaschThe decision to hire a CMO on a fractional or interim basis might align with an organisation’s needs, but how does this impact trust, communication and long-term brand building efforts with agency partners?
Marketing budget growth stalls for first time in over three years
Grace GollaschThe latest quarterly IPA Bellwether report demonstrates a stall in marketing budgets as pessimism grows around the upcoming UK budget.
Premier Inn says brand strength ‘unparalleled’ as it looks to expand digital footprint
Grace GollaschThe hotel chain is expanding its digital partnerships, CRM tools and investing in its app, as it eyes “opportunity” presented by customer data.
Hendrick’s owner appoints former PZ Cussons and Diageo marketer as CMO
Grace GollaschAndrew Geoghegan will join William Grant & Sons, the maker of Glenfiddich and Hendrick’s, as its top marketer in November.
‘A more transparent approach’: Inside Sky, ITV and Channel 4’s TV measurement tool
Grace GollaschIn an attempt to give marketers a reason to invest in TV, the three biggest broadcasters have created a tool to quantify TV’s impact on performance metrics.
Tesco expands retail media offering with new measurement framework
Grace GollaschAlongside new video ad solutions and in-store opportunities, Tesco Media has created a framework offering brands more detailed retail media measurement.
Channel 4 says it’s at ‘crossover point’ between linear and digital viewing as ad revenue drops
Grace GollaschWhile digital ad revenue increased by 10%, linear ad revenue declined by 16%, contributing to the biggest revenue deficit in Channel 4’s history.
‘Meaningless language’ banished to Marketing Week’s Room 101
Grace GollaschTop marketers from TUI, Diageo and Trainline banished “meaningless language” from the industry, arguing it waters down marketing’s impact and causes confusion.
Co-op’s top marketer on why being an ‘oversimplifier’ is his ‘superpower’ in the boardroom
Grace GollaschCo-op’s chief membership and customer officer Kenyatte Nelson says “simplicity” of communication helps him better connect with those at the top of the business to drive the importance of its membership scheme.
‘A vulnerable closeness’: How McDonald’s and Leo Burnett balance creativity and consistency after 40 years
Grace GollaschThis year, McDonald’s is celebrating both its 50-year anniversary and 40-year partnership with advertising agency Leo Burnett, highlighting the brand’s approach to innovation and memorability.
Amazon’s Prime Video ad tier reaches monthly UK audience of 19 million
Grace GollaschA year after announcing the introduction of ads to Prime Video, Amazon has revealed its average UK monthly ad tier customer numbers for the first time.
‘Who will take responsibility?’: Exploring effective strategies for brand safety
Grace GollaschWith GARM gone, questions arise about who is responsible for brand safety, whether current safeguards are still effective and what new strategies should be implemented.
Channel 4 and Lloyds increase investment in TV advertising initiative for black-owned businesses
Grace GollaschFor the second year, Channel 4 and Lloyds Bank have partnered to award four black-owned businesses £150,000 of TV advertising each as part of their Black In Business initiative.
‘Constant state of befuddlement’: Three marketing leaders on shaping digital ecommerce teams
Grace GollaschDigital 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.