‘Isolating position’: Why are marketers neglecting finance and HR?
Charlotte RogersIs a skills gap, complacency or the pursuit of quick wins forcing marketers to overlook key relationships beyond sales and the CEO?
P&G doubles down on innovation to combat ‘uncertainty’
Molly InnesThe FMCG giant says it will invest in innovation and maintain advertising spend in response to economic “volatility”.
Unilever’s CEO tells marketers to focus on ‘the 4Vs’ of social media
Niamh CarrollAs the company steps up its focus on influencer marketing, the Marmite owner’s new CEO says its marketers are focused on four key areas to drive success.
Asos ‘rebalances’ marketing in bid to ‘reconnect’ with customers
Amrit VirdiAs it rolls out a new look loyalty scheme and brings Topshop.com to life, Asos is continuing its move away from performance marketing.
‘A strategic act’: Why agency briefing ‘isn’t a soft skill’
Mary-Louise ClewsAre marketers underestimating the practice, strategic skill and training needed to craft an effective agency brief?
Climate attitudes are changing among consumers creating an opportunity for brands
Jennifer BenderRather than retreating from dealing with climate issues, brands should realise the opportunity to lead in this space and create value.
‘Your friend not your enemy’: Closing the marketing effectiveness skills gap
Niamh CarrollDiffering definitions, evolving practices and the expectation of increased rigour could all be driving a skills gap. How do brands begin to address these issues?
‘Just getting started’: One B2B brand on its full-funnel marketing overhaul
Jasper BaumannB2B fintech Blackline restructured its team and switched its focus from events and webinars to a full-funnel approach aimed at winning over CFOs.
Three rules to optimise advertising spend in 2025
Marketing Week PartnerWith hefty pressure on brands to justify every penny spent, how can they rethink advertising budgets to maximise payback?
Unilever’s 4Vs and neglecting finance: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Unilever’s CEO giving more detail to his influencer marketing plan to marketers neglecting the relationship with finance, it’s been a busy week. Here is my take.
‘Extraordinarily unsettling’: Consumer confidence drops amid worries over world economy
Grace GollaschAll five measures making up GfK’s Consumer Confidence Index have declined in April, putting the overall score at its lowest all year.
‘Bring evidence to the table’: Marketers on the case for brand investment
Grace GollaschMarketers discuss how to make the case for brand investment by hypothesising, choosing the right metrics and building relationships in the latest episode of Marketing Week’s webinar series, The Lowdown.
The Week in Tech: Google in the dock and verify on Bluesky
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
What next for marketers as Google ditches opt-out for third-party cookies?
Grace GollaschIn the latest development of a five-year long journey, Google has abandoned plans to introduce a third-party cookie opt-out option for users.
Elon Musk slams ‘paid’ protests tarnishing Tesla brand image as profits slide
Jasper BaumannAs Musk alleges “paid” protestors are opposing his work with DOGE, Tesla’s CFO recognises “unwanted hostility” is harming the brand.
What impact have Guinness’s sports partnerships had on non-drinkers?
Grace GollaschWith Guinness becoming the official beer partner of the Premier League, as well as its partnership with the Six Nations tournament, how do non-drinkers really feel about the brand?
Over half of brands facing marketing effectiveness skills gap
Niamh CarrollSome 60.5% of marketers say their organisation has an effectiveness skills gap – the biggest core marketing skills gap cited by Career & Salary Survey respondents.
‘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.
Your LinkedIn strategy should start with self-belief
Laura ChamberlainForget the ‘silver bullet’ solutions promising confidence quick fixes, developing true self-belief requires deeper work.
Premiumisation vs alienation: The fine line marketers can’t afford to cross
Gareth TurnerConsumers know when price increases are not matched by value increases, meaning brands pursuing premiumisation need to ensure they have the latter before they go after the former.
Bonds can be like Bud, a local brand for a global market
Mark RitsonUnderwear brand Bonds’ ubiquity in Australia will only serve to make it more coveted elsewhere, just like Budweiser and Mini when they launched abroad.
The summer of sport - Euros 2024
Creative campaigns and exclusive insights from across the agency landscape.
Missing a trick? Why creative effectiveness is as important in B2B as B2C
Michaela JeffersonB2B 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.
Who owns effectiveness culture: brands or agencies?
Andrew GeogheganBrands 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.
‘Alarming signs’: Why are marketers ignoring ROI?
Charlotte RogersWhat are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
‘Soft power’: How marketers can exert influence over the 4Ps
Niamh CarrollMarketers 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.
It’s normal to feel doubt in your marketing strategy – but hold the course
Secret MarketerMetrics 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.
‘Don’t hire in the mould of yourself’: Marketing leaders on balancing skills and personalities when building teams
Molly InnesAll 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.
P&G on how it achieves ‘fundamental’ mission of growing its brands’ categories
Niamh CarrollWith 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.
How can brands drive growth in 2025?
Niamh CarrollWith 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?
Why It Works: How Oasis definitely (maybe) applied behavioural science to ticket sales
Richard ShottonIf you managed to buy a ticket for the Oasis reunion shows, the chances are a powerful behavioural science bias was influencing your decision.
A hiring blueprint for brands in 2025: How to stand out as an employer
Marketing Week PartnerMarketing 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.
Why AI could be the best thing to happen to marketing
Alison LindlandAI has moved far beyond being a novelty, becoming the catalyst for a creative renaissance in marketing.
The risk of overconfidence in distinctive brand assets
Lindsay RapacchiDistinctive brand assets are a powerful weapon, but assuming everyone knows your assets as well as you do might be impacting your ad effectiveness.