The broadcaster’s CMO Penny Brough exclusively tells Marketing Week the inside story about why it felt the need to make the change to U, the research that underpinned it and what it hopes it will achieve.
Research from broadcaster ITV and effectiveness measurement platform System1 reveal significant headroom for environmentally-focused advertising.
Marketing Week is proud to name HSBC’s Ucheora Obi-Wheeler as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
Christmas is traditionally a quiet period for the travel sector but TUI is launching a festive ad to build resonance for the brand and “prime” audiences for the busy turn-of-year trading season.
Our marketer on the inside argues that as people move up the career ladder what they gain is often not as precious as what they leave behind.
The bank galvanised the wider financial sector to raise awareness of the damage caused by economic abuse, driving consideration in the process.
Morrisons’ top marketer says its focus on effectiveness is helping to demonstrate marketing’s role in supporting business growth.
Brand building adds long-term value, enhances business impact, and gets better with creativity and commitment.
Macroeconomic trends, first-party data and the influence of artificial intelligence will all be instrumental for marketers next year.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing Week is proud to name Premier Inn’s Yasmin Mukhida-Olushola as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
Taking the risk to pursue a purpose message over the festive period paid off for O2, which leapfrogged EE to grow total market consideration.
We arm you with all the numbers you need to tackle the week ahead.
How the most successful brands on TikTok drive performance through ground-breaking creativity.
Marketing Week is proud to name Domino’s Elise McCrone as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
Diageo has increased its marketing investment by 60% since 2017 and intends to continue to step up this spend, despite lowered projections for its profit and sales.
Convincing senior leadership of the benefits of brand building in B2B is still a struggle for many marketers.
A decade on from the launch of The Long and the Short of It, effectiveness experts Les Binet and Peter Field reflect on the book’s impact and look ahead to what’s next.
The B2B brand was an unlikely sponsor of the Women’s World Cup but sees sport as another opportunity to invest in brand marketing and build connections with its customers.
Marketing Week editor-in-chief Russell Parsons explains how we selected our new list of the industry leaders of tomorrow, sponsored by Digitas.
America’s marketing influence is diminishing because of a failure to apply the concepts of effectiveness that have served marketers in other countries so well. All is not lost though, it’s time for the country’s marketers to come back and lead as they once did.
Over half of female motorists don’t feel seen by motoring marketing comms. If the industry wants to grow in the face of a clampdown on petrol vehicles perhaps it’s finally time for women to be targeted.
Creative campaigns and exclusive insights from across the agency landscape.
This quick guide offers an introduction to data-driven marketing and the benefits of deeper customer insights. It offers practical guidance and frameworks for using data to optimise marketing efforts.
With the digital marketing skillset expanding alongside evolving business and consumer needs, organisations face a ‘war on talent’ as demand outstrips supply. This quick guide looks at how businesses can optimise their recruitment process to attract and retain the right candidates.
Reflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s.
Marketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics.
Arçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
Attracted by their curiosity and intrinsic knowledge of digital transformation, brands are ramping up their interest in appointing marketers as non-executive directors.
Looking for a new role in 2023? Here’s what to expect from the recruitment market.
As marketing WhatsApp communities grow in prominence, why are so many marketers turning to peer-to-peer groups for support?
By discounting for the first time, Tesla is not only starting an electric vehicle price war, it is communicating its weakness to existing and future customers.
Rather than opting for blanket promotions and slashing prices, marketers are advised to tap into the power of behavioural science.
Patience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
Today’s consumers are inundated with media vying for their attention, as delegates heard at this year’s Festival of Marketing. So how can cultivating ‘fandom’ help brands cut through?
True emotional connections between brands and customers boost revenue as well as retention, but marketers need an accurate understanding of the key trigger moments.
Consumer interest in eBay’s fashion offerings skyrocketed this year, thanks to a campaign from agency DEPT that bridged TikTok, TV and everything in between.