‘Be their champion’: Exploring the relationships that matter to marketers
Megan TatumSales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
‘A blank sheet of paper’: Tesco’s marketing boss on the power of ‘restless’ leadership
Amrit VirdiA “belief in data” and desire to push boundaries is informing Tesco group customer director Becky Brock’s vision for the retail giant.
Opportunities and connection: Marketing leaders on bridging the skills gap
Grace GollaschMarketers discuss how teams, individuals and leaders can bridge the skills and knowledge gap in the latest episode of Marketing Week’s subscriber-exclusive webinar, The Lowdown.
The Week in Tech: An electric vehicle shakeup and embarrassing websites
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘The next Mickey Mouse’: Why BBC Studios is realigning to drive Bluey’s next stage of growth
Grace GollaschWith a long-term ambition for Bluey to have 100% awareness, BBC Studios is transitioning its marketing team from genre-led to brand-led to put Bluey and other shows at the heart of the business.
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?
‘Writing the next chapter’: Tesco’s Becky Brock on her marketing vision for ‘Britain’s brand’
Amrit VirdiIn her first major interview since taking on the role, the Tesco marketing boss discusses dropping ‘Food Love Stories’, working “hand in glove” with retail media and being at one of the UK’s “bedrock brands”.
The increasing disappearance of the CMO role should be a wake-up call the industry
Secret MarketerWhy are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Unilever must learn you can’t outsource trust to influencers
Helen EdwardsThe FMCG giant’s influencer-led strategy risks depleting trust in its brands, under the wrongheaded assumption that brand communications are “suspicious”.
Reality Check: Consider your media mix if you want to drive pricing power
Ian MurrayYour choice of media channel mix signals more about the quality perceptions of your brand than you might imagine.
Marketing needs to find its Ferris Bueller moment
Johnny CorbettA bit of time reflecting on people, brands and creativity can help marketers stuck in a rut.
AI is going to eat your search traffic – don’t let it eat your brand
Andrew HollandAI agents will be transformative in how consumers engage with marketing – but too many marketers are being slow to react.
The most compelling personal brands aren’t built on perfection
Laura ChamberlainThe road to genuine self-belief starts with embracing your professional identity and not trying to perform to stand out on LinkedIn.
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.
Bumble on how embedding AI into its qualitative research process boosted engagement
Josh StephensonBumble’s insights team found itself on the fringes of the big conversations – until it started using an AI tool to help it deliver some work quicker.
How Colgate-Palmolive better aligned retail media with brand
Grace GollaschColgate-Palmolive has been taking a “full funnel mindset” approach to retail media by restructuring its marketing teams and allocating seperate budgets despite being on a “relatively new” journey.
How Vue worked with insights to overcome feeling ‘conscious’ about expanding into gaming
Josh StephensonVue brought its senior leadership into the process early and leaned on the expertise of colleagues to launch its gaming proposition.
How LNER used AI to segment its audience and deliver more ‘precise’ campaigns
Grace GollaschTo address its “frequency challenge” LNER built a machine learning model to define “high-propensity” customers to target with email campaigns, resulting in higher conversion and less waste.
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.
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.
How Vitality reinvented its brand mascot to become a health ‘champion’
Marketing Week ReportersAs cost of living pressures hit demand for health insurance, Vitality embraced a proactive brand platform and galvanised the public.
Marketing Podcasts
Samuel JoyAll the latest marketing podcasts from Marketing Week, featuring analysis of marketing trends and interviews with top marketers.
