‘It needs to be like Goldilocks’: Brands on the personalisation ‘balancing act’
Grace GollaschWhile 100% of marketers claim to be personalising their marketing materials, 88% admit personalisation can feel intrusive, according to new DMA research.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
How ITV turned the Post Office scandal into a national campaign for change
Marketing Week ReportersBy holding true to its brand purpose, the broadcaster connected millions of people to a vital story and pressured the government to act.
Slowing down and saying no: Marketing leaders on the reality of burnout
Amrit VirdiMarketers discuss how teams, individuals and leaders can tackle burnout in the latest episode of Marketing Week’s subscriber-exclusive webinar, The Lowdown.
The Week in Tech: Anthropic’s ‘hybrid’ AI reasoning and metaverse struggles
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘A sense of opportunity’: Small businesses on the importance of upskilling
Molly InnesUpskilling their marketing abilities is a top priority for brands this year, according to Small Business Britain. But how do they go about it?
How marketing organisations are making MMM a ‘strategic’ tool
Niamh CarrollTo get the most out of econometrics, marketing teams must know what they want to get out of the exercise and “get comfortable” with the measurement technique.
Three rules to optimise advertising spend in 2025
Marketing Week PartnerWith hefty pressure on brands to justify every penny spent, how can they rethink advertising budgets to maximise payback?
‘On the front foot’: Brands urged to ‘invest ahead of the curve’ in women’s sport
Molly InnesWith the Women’s Euros on the horizon this summer, brands that take an authentic interest in women’s sport are poised to make an “excellent return on investment”.
Sparkling wine Chapel Down on the ‘big-little moments’ driving category growth
Niamh CarrollOn a mission to become the leading English sparkling wine brand, Chapel Down wants to bring value to a category still shrugging off misconceptions.
Disappearing CMOs and targeting woes: Your Marketing Week
Charlotte RogersFrom CMOs being cut from brands to save on wages to why marketers ignore targeting at their peril, it’s been a busy week. Here is my take.
Macmillan’s first chief engagement officer on driving income and impact
Amrit VirdiIn her first role within the charity sector, Sonia Sudhakar is on a mission to drive Macmillan’s impact, income and connection with marginalised communities.
‘A statement of intent’: Brands on the rationale behind appointing their first CMO
Matthew ValentineWhile some firms are cutting senior marketing leaders, others see appointing their first CMO as a statement of intent in the pursuit of growth.
How Barclays reached over 4 million people with hyper-local targeting
Marketing Week ReportersBy combining segmented data with a targeted media strategy, the bank drove awareness of its Barclays Local service across 15 communities.
‘Actions speak louder than words’: Insurer Zurich on prioritising socio-economic diversity
Charlotte RogersThe first UK insurer to publish its socio-economic pay gap data, Zurich embarked on a decade-long process of building trust and taking inclusion seriously.
Wild Nutrition on the full-funnel strategy fuelling its next chapter of growth
Niamh CarrollAfter building clarity around its points of difference and overhauling its subscription model, supplement brand Wild Nutrition believes now’s the time to invest in TV.