Does the perfect marketing team exist?
Molly InnesCulture, diversity and looking beyond marketing are the key components of an ‘ideal’ marketing team, say leaders from Specsavers, Sky and KP Snacks.
‘It starts with the traveller’: How Expedia Group’s new CMO is drilling into data to grow the brand
Hannah RashbassSix months into the role, Expedia Group’s CMO reflects on the importance of insight to drive repeat custom.
Gambling advertising, Christmas ad spend, ESG communications: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Help us build the industry’s most in-depth view of marketing salaries and careers
Marketing Week ReportersMarketing Week’s annual Career & Salary Survey is now open.
Airbnb returns to ‘roots of affordability’ to fuel future growth
Hannah RashbassAirbnb’s CEO admits the travel accomodation business had “drifted” from its focus on affordability but says it will be “really critical” going forward.
The Marketing Week Podcast: Award-winning marketing and PwC’s CMO on career resilience
Molly InnesIn this episode, we interview our Marketer of the Year Antonia Wade, and discuss why M&S is the worthy winner of Brand of the Year.
M&S, Warner Bros. Discovery and Lidl win big at the Marketing Week Awards
Marketing Week ReportersCongratulations to all the winners of this year’s Marketing Week Awards, including Grand Prix winner Warner Bros. Discovery, Brand of the Year M&S and PwC CMO Antonia Wade, who is Marketer of the Year.
Sainsbury’s Christmas ad an early favourite among consumers, data suggests
Niamh CarrollChristmas ads featuring colourful characters, whether its the childhood favourite BFG or brand mascot Kevin the Carrot, appear to be doing particularly well at this early stage.
Festival of Marketing 2024: Insights from our partners
Marketing Week ReportersSelected takeaways from the content presented at this year’s Festival by our commercial partners.
Tesco swaps humour for emotion with ‘personalised’ festive campaign
Amrit VirdiDrawing on Clubcard data, the retailer is using lessons from last year’s festive push to “feed the Christmas spirits” of its customers.
Growing number of advertisers plan to shift focus to performance marketing in 2025
Grace GollaschAccording to a new report from Ebiquity and the World Federation of Advertisers (WFA), 50% of global advertisers plan to increase their 2025 media budgets.
Marketoonist on upskilling
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Diversifying marketing and M&S’s triumph: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From M&S scooping Brand of the Year at the Marketing Week Awards to B2B marketers facing pressure to deliver leads, it’s been a busy week. Here is my take.
Legal giant Linklaters appoints first CMO
Hannah RashbassThe global law firm has appointed its first chief marketing and business development officer.
PwC’s Antonia Wade named Marketer of the Year
Marketing Week ReportersThe consulting giant’s global CMO has been awarded the prestigious title of Marketer of the Year at the Marketing Week Awards 2024.
Marks & Spencer wins Brand of the Year accolade
Niamh CarrollM&S has been crowned Marketing Week’s Brand of the Year 2024, having executed an impressive transformation.
Talent Trailblazer Award winner revealed
Marketing Week ReportersCreative agency John Doe Group scoops the top prize as four other worthy projects make the shortlist. Created in partnership with the Advertising Association, the award celebrates the organisations and individuals opening up opportunities to new talent.
‘Apply your own oxygen mask first’: Why marketing bosses should address their skills gaps
Michaela JeffersonRather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Data, financial literacy, AI: The skills that matter to B2B marketers in 2024
Michaela JeffersonData and analytics skills gaps might be worrying B2B marketers, but are they underestimating the importance of critical thinking, financial fluency and empathy?
‘On the backburner’: Marketing leaders on tackling the upskilling imperative
Josh StephensonNearly half of marketers haven’t been offered the opportunity to upskill, compounding an existing skills problem and piling increasing pressure on teams.
Gaining customer insight ‘most critical’ skill for B2B marketers
Charlotte RogersMarketing Week’s new and exclusive State of B2B Marketing research reveals customer insight is the most critical quality B2B marketers can possess, with empathy languishing at the bottom.
Starbucks needs to cut the crap from its brand positioning
Mark RitsonThe coffee chain is a serial offender at producing esoteric mission statements, so can new CEO Brian Niccol finally uncover the brand’s appeal to customers?
Think twice before embracing confusion in your advertising
Helen EdwardsThe trend of confusing consumers might earn attention but perhaps not the kind you want, and ultimately not the outcomes you get from a clear message.
‘Priming, altruism and unintended consequences’: Another three ways to think like a behavioural scientist
Dan BennettOgilvy UK’s Dan Bennett shares his next three secrets to help you think more like a behavioural scientist and get results from the customer.
The summer of sport - Euros 2024
Creative campaigns and exclusive insights from across the agency landscape.
‘We’ll never think we know everything’: Mars on building its effectiveness culture
Niamh CarrollMars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Only people can give the gift of effectiveness
Grace KiteHaving the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
Why it’s time to move beyond lead generation as a measure of effectiveness in B2B marketing
Niamh CarrollB2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
What can be done to solve marketing’s problem with work overload?
Josh StephensonSolving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Are we witnessing the end of the CMO? No, and stop asking
Mark RitsonMarketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
‘Credibility in the boardroom is critical’: CMOs on the future of marketing leadership
Molly InnesFive top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
How can brands drive growth in 2024?
Niamh CarrollHigh levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
McDonald’s: Loyalty scheme will enable ‘even smarter’ pricing
Niamh CarrollMaintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Welcome to IMGFUCK: Seven steps to kicking your price-promotion addiction
Mark RitsonEscaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
Why brands must move fast to keep pace with consumer AI adoption
Niel BornmanAI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
The red-flag signs it’s time to rethink your marketing technology
Marketing Week PartnerIf engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
How virtual production is changing the way ads are made
Marketing Week PartnerVirtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.