Have your say on The Language of Effectiveness 2025
Marketing Week ReportersAnswer our survey to help set the agenda on marketing effectiveness, and earn a chance to win a £50 Amazon voucher.
IPA launches model to help guide marketers through the ‘effectiveness thicket’
Niamh CarrollThe IPA is imploring marketers to adopt a formal learning agenda to drive effectiveness, rather than seeking an all-encompassing, one-size-fits-all solution.
Focus on marketing effectiveness in decline, study shows
Matthew ValentineExclusive Marketing Week data finds fewer marketers feel more attention is being paid to proving the effectiveness of their work.
Brand building ‘most important’ factor in achieving business objectives
Marketing Week ReportersDespite a third of marketers recognising how crucial brand will be in helping their business thrive in 2024, half say their campaigns are too focused on performance.
Brands and agencies should work together to build a true culture of effectiveness
Karen MartinNo marketer wants to create work that doesn’t work, so building and fostering a culture of creative effectiveness is essential.
‘We are beginning to turn some corners’: Is ROI still king in marketing?
Josh StephensonWhen used correctly ROI remains an invaluable tool for any marketer looking to prove effectiveness and, despite a fall in its use, it cannot be ignored.
The Language of Effectiveness 2024
Coral PayneFor a third consecutive year, Marketing Week’s Language of Effectiveness report, in partnership with Kantar, sets out to gauge the state of marketing effectiveness, how it is communicated, and whether marketers are succeeding in embedding it as a core aspect of business growth. While brands’ growing focus on marketing effectiveness is undeniable, the research results […]
Ritson’s 10-step guide to ‘stand on the shoulders’ of advertising effectiveness giants
Niamh CarrollWe’ve entered a golden age for advertising effectiveness, but not enough marketers are taking advantage of all the work done by the giants of the field, says Mark Ritson, speaking at Marketing Week’s Festival of Marketing.
Effectiveness of performance ads halves since 2020, research finds
Josh Stephenson“Substandard” creativity and too much focus on “fancy metrics” are impacting the effectiveness of performance campaigns, new data finds, which shows a link between quality creative and driving business outcomes.
Social video most ‘trusted’ form of content influencing B2B tech buyers, survey finds
Hannah RashbassNearly two-thirds of B2B tech buyers say that short-form social video content helps inform buying decisions, according to research from LinkedIn.
‘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.
‘Meaningful for anyone looking to stretch the budget’: Marketers on how AI is changing effectiveness
Josh StephensonWith nearly half of marketers using AI to drive marketing effectiveness, what are they doing, how is it working and how much further can it go?
‘Starting small, thinking long’: Laithwaites Wine on the power of experimentation
Niamh CarrollFor a business that had been largely sales focused, regional testing proved the cornerstone of Laithwaites Wine’s successful case for brand investment.
In brand building, it’s the little things that count now
Grace KiteData shows effectiveness builds as more channels and touchpoints are layered in but brands and their agencies need to ensure everything is served up in a coordinated way.
Doing more with less and ’embracing’ tension with sales: B2B marketers on navigating key challenges
Molly InnesFrom warming up finance and making marketing’s relationship with sales better to how to approach doing more with less, here’s what B2B marketing leaders think.
‘Growth requires investment’: New Nestlé CEO commits to upping marketing spend
Niamh CarrollThe KitKat owner is investing “across [its] value proposition”, including increasing advertising spend, to win with consumers who are still extremely cost-conscious, its CEO said.
EY CMO Rebecca Hirst: ‘We only measure what we treasure’
Amrit VirdiMarketing leaders from John Lewis, EY and NatWest share what they think is, and isn’t, necessary to unlock hidden opportunities in marketing.
Is the KPI still a good indicator of performance?
Johnny CorbettWhen we translate ‘key performance’ indicator to mean ‘metric’ we miss the chance to ask bigger and more important questions.
Attention is advertising’s currency, let’s agree on its value
Sorin PatilinetAttention is key to understanding the effectiveness of media and creative, but we need a standardised definition and methods for measuring it.
Reckitt on Gen AI, ‘full funnel’ and why ROI is about to get easier
Charlotte RogersA firm believer in the strength of “full funnel ideas”, Reckitt’s Becky Verano is on a mission to “take the hood off” creativity and explore virtual production.
‘Fewer things with intensity’: Brands on embracing the fear of doing less
Niamh CarrollChoosing to spread investment as widely as possible can be a reassuring strategy, but doing ‘fewer things, better’ is often a more profitable way to achieve growth.
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.
‘Here to drive demand’: Hovis on its mission to ‘protect and grow’ the bread category
Niamh CarrollThe bread category may be undergoing an “evolution” away from the traditional sliced loaf, but Hovis is confident it can continue making its product relevant.
One brand on using humour to cut through a ‘low emotional engagement category’
Niamh CarrollPitching itself as not another “faceless mega corp”, natural soap brand Dr Squatch wants to reach a male audience, many of whom don’t buy the product themselves.
‘Leaving the bubble’: Itsu on going beyond restaurant awareness to grow grocery
Niamh CarrollHaving grown its grocery presence since 2012 targeting restaurant customers, Itsu is on a mission to build wider awareness while maintaining a one brand approach.
How marketers are finding growth opportunities in mature categories
Niamh CarrollRecruiting new consumers to categories with high household penetration is difficult, but that doesn’t mean growth has to simply come from scraps over market share. Three marketers share their brand’s path to growth in mature categories.
‘We will lose people’: Why Typhoo is ‘repurposing’ its brand to restart growth
Niamh CarrollTyphoo is the oldest British tea brand, but it has adopted a fresh approach, product and mission to encourage change across the tea category, while also reversing its own decline.
Tackling ‘muscle memory’: Brands in new categories on disrupting norms to grow
Niamh CarrollBrands in emerging categories often have to be disruptive in how they approach product, price and place to create value in unchartered territory.
Keep the drumbeat: Brands on using advertising moments for year-round equity
Niamh CarrollBrands often choose their biggest commercial occasions, such as Christmas for retailers, to do their most significant brand-building, but how do they ensure they’re building a brand for life, not just to win in that specific moment?
Confidence in longevity of CMO role up from 2020, study finds
Molly InnesJust 10% of global marketers believe the CMO role won’t exist in a decade, down on 19% five years ago, according to WFA data.
Has Monzo’s brand marketing push paid off?
Grace GollaschHas Monzo’s increased marketing investment and focus on brand been enough to achieve its objectives of growing awareness and consideration?
How to fly out of the Bermuda triangle of marketing measurement
Grace KiteEconometrics, experimentation and attribution have been described as the ‘golden trinity’ of measuring effectiveness but there is a far better framework that brands should consider.
Greggs: Brand has been of ‘paramount importance’ to grow during cost of living crisis
Niamh CarrollSuccess in the food-to-go sector is driven by being “front of mind” with consumers, CEO Roisin Currie told investors, hailing the strength of the Greggs brand.
AB InBev CEO: Level of marketing spend is determined by effectiveness
Niamh CarrollThe Stella Artois owner sees its marketing spend working “much harder” after deciding to focus investment on its “megabrands”.
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.
P&G on using AI to deliver ‘best possible value’ from ad spend
Niamh CarrollThe FMCG giant claims it ads are being tested and optimised in days versus weeks – and at a tenth of the cost – thanks to AI.
Marketing Podcasts
Samuel JoyAll the latest marketing podcasts from Marketing Week, featuring analysis of marketing trends and interviews with top marketers.
