Four big strategic mistakes Nike needs to reverse
Mark RitsonOutgoing CEO John Donahoe set Nike on the wrong trajectory, thanks to bad assumptions about product and distribution, and an insufficient focus on brand.
Outgoing CEO John Donahoe set Nike on the wrong trajectory, thanks to bad assumptions about product and distribution, and an insufficient focus on brand.
Advertisers will use real campaign data for the first time to test ISBA’s cross-media measurement tool Origin, while broadcasters continue to refuse to come on board.
The RSPB wants to balance a sense of nostalgia with a foray into TikTok, as the charity hopes to reach new audiences and long-term supporters alike.
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Despite being in different categories, at different stages of growth, there are a number of brand building lessons all can learn from.
Marriott wants to up its brand awareness and usher more customers through its doors as it releases its first EMEA campaign for its loyalty scheme.
The Co-op is launching a campaign as part of its recently launched ‘Owned By You. Right By You’ brand platform to promote diversity and unity across UK communities against backdrop of civil unrest.
The Big Issue Group is launching the scheme to encourage “collective action” and tackle the poverty crisis in the UK.
Elevating customer experience, facilitating ‘win-win’ brand partnerships and reconnecting with ‘lost’ customers; there’s much more to affiliate marketing than you realised.
We arm you with all the numbers you need to tackle the week ahead.
Marketing leaders from Hovis and Bio&Me suggest the key to succeeding in today’s low-growth environment is to focus on the core while finding ways to drive incremental growth that will set the brand up for the future.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Next’s CEO swapping investment for spend when talking about marketing to Kraft Heinz’s top marketers asserting that ownership of all four Ps is the only way to “solve big challenges”, it’s been a busy week. Here is my take.
Marketers can use inclusive advertising to help drive progress in “healing divisions” while strengthening long-term brand building, according to a new report from Effie UK and Ipsos.
As part of an initiative to encourage SMEs to consider TV advertising, ITV will launch two new AI-generated TV ads from small businesses.
Brands and charities are increasingly working towards “shared missions”, as the focus shifts from “transactional exchanges” to aligned values.
Data shows effectiveness builds as more channels and touchpoints are layered in but brands and their agencies need to ensure everything is served up in a coordinated way.
Consumer confidence in the economy and personal financial situations has fallen for the first time in six months, according to GfK’s September Consumer Confidence Index.
When used correctly ROI remains an invaluable tool for any marketer looking to prove effectiveness and, despite a fall in its use, it cannot be ignored.
Too great a focus on return on ad spend (ROAS) is leading to short-term thinking and under-investment, which in turn is stifling growth, and it has the potential to be far more damaging than ROI.
What are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
Despite a drop in its perceived importance, ROI is still the metric most marketers believe their company is judging them on.
Attention is key to understanding the effectiveness of media and creative, but we need a standardised definition and methods for measuring it.
Every marketer faces personal and professional challenges. It’s important to focus on your wellbeing, so you maintain the strength to bounce back.
Ogilvy UK’s Dan Bennett shares his next three secrets to help you think more like a behavioural scientist and get results from the customer.
Creative campaigns and exclusive insights from across the agency landscape.
Mars 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.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B 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?
Solving 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.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five 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.
High 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.
Maintaining 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.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If 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.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.