As the deadline returns to decide on TikTok’s fate in the US, brands and analysts discuss the new social media landscape and what a potential sale could mean.
On a mission to attract new audiences, 85% of people who engaged with Lego’s recent F1 partnership were new to the brand, explains strategy boss Claire Miller.
For the third year running, social media trumps knowledge of AI and performance marketing as the most overrated skill, according to exclusive data.
Former Global and Virgin Media marketer Cilesta Van Doorn will serve as director of group brand, after joining BT in a brand strategy role last year.
Coca-Cola constantly churns out great financial results, but there’s no secret to its success other than consistent marketing excellence on every level.
As it celebrates its 165th birthday, Tag Heuer is overhauling its marketing to focus on brand over specific models to provide clarity about what the LVMH-owned watch brand represents.
Adopting the mindset of a futurist could open marketers up to greater opportunities and keep them on the cutting edge of culture.
As Co-op Media Network launches a new first-party data solution, its top marketer discusses one year of the retail media business and how it has changed perceptions.
With hefty pressure on brands to justify every penny spent, how can they rethink advertising budgets to maximise payback?
Managing director Rawdon Glover claims the brand “could never have” expected the scale of response it received upon launching the rebrand in November last year.
Describing sport as a “profound way to connect”, CMO Nina Bibby believes sponsors should push boundaries and appreciate it won’t always be “slick and perfect”.
Burger King believes “creative bravery” will help the brand navigate new ad rules for ‘less healthy’ food coming into force in October.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Working with pregnancy charity Tommy’s, Mamas & Papas “flipped the KPIs” on its app from driving sales to building community, explains CFO Sarah Ashby.
Michelle Spillane, managing director of marketing at Paddy Power, highlights the crucial role of data in shaping decisions but warns against relying solely on metrics.
Marketers are tapping into data, excellence in customer experience and brand-building to drive growth for banking brands.
Josh Line fills the role which has been vacant since October after former CMO Tressie Lieberman left Yahoo to become Starbucks’ global chief brand officer.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Data and analytics skills gaps might be worrying B2B marketers, but are they underestimating the importance of critical thinking, financial fluency and empathy?
Nearly half of marketers haven’t been offered the opportunity to upskill, compounding an existing skills problem and piling increasing pressure on teams.
Marketing 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.
There is a clear opportunity for brands to help redefine masculinity but a single campaign won’t cut it. It must come from a deeper, collective effort across everything from the stories they tell and the behaviours they normalise to the identities they promote.
Why 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.
The FMCG giant’s influencer-led strategy risks depleting trust in its brands, under the wrongheaded assumption that brand communications are “suspicious”.
Creative campaigns and exclusive insights from across the agency landscape.
B2B marketing is hitting its creative stride, but when it comes to nailing the effectiveness agenda brands need to pick up the pace or risk being left behind.
Brands shouldn’t leave it to their agencies to prove marketing’s impact, but working closely with them creates a virtuous circle of learning and improvement.
What are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
Marketers looking to exert more influence over the full marketing mix may be better trying to use “soft power”, rather than simply looking to seize control.
Metrics don’t always show us what we want to see – but don’t throw away years of work on a whim. Sometimes it is important to remind yourself of why you implemented your strategy in the first place.
All good CMOs want to build strong, high performing teams. However, it’s easier said than done, whether avoiding hiring in your image, mapping out personality types or asking candidates to take a psychometric test, there’s no silver bullet for creating the perfect team.
With many category-leading brands like Fairy, Ariel and Pampers in its portfolio, growing categories is vital for Procter & Gamble. The company combines consumer insight, innovation, advertising and distribution to grow its highly penetrated brands and their respective markets.
With 2025 unlikely to bring cheer in terms of macroeconomic growth as brands face up a lacklustre era dubbed the “new normal”, what can marketers do to drive growth in this environment?
If you managed to buy a ticket for the Oasis reunion shows, the chances are a powerful behavioural science bias was influencing your decision.
Marketing organisations need to build a compelling offer around benefits and the employee experience, if they are to solve ongoing hiring challenges and convince candidates to look beyond salary.
AI has moved far beyond being a novelty, becoming the catalyst for a creative renaissance in marketing.
Distinctive brand assets are a powerful weapon, but assuming everyone knows your assets as well as you do might be impacting your ad effectiveness.