‘We like to be bold’: One brand’s journey from TikTok virality to Dragons’ Den
Amrit VirdiHaving already notched up 700% sales growth on TikTok Shop, Hair Syrup is looking for bigger and better ways to expand its brand in 2025.
Brands need to put in the work to go after copycat products, says Thatchers lawyer
Niamh CarrollThomas Chartres-Moore is part of the legal team that won on behalf of Thatchers against Aldi last week. While the ruling is significant for brands, it doesn’t provide “carte blanche” to go after copycats, he says.
‘Saying less is the magic sauce’: Monzo on switching to a ‘pulsing’ brand strategy
Amrit VirdiMonzo’s strategy for 2025 includes making data engaging, reversing consideration decline in the banking sector and “making money work for everyone”.
How Paddy Power ‘pulled a 180’ to donate £1m to charity
Marketing Week ReportersThe tie-up between Paddy Power, Prostate Cancer UK and the Professional Darts Corporation drove a 232% increase in men using the prostate cancer risk checker.
‘Everything is converging’: Motorway on the overlap between marketers and data specialists
Josh StephensonDespite working together for less than a year, Motorway’s CMO Naomi Walkland and director of analytics Elly Evans have moved at pace to bring the functions closer together.
Meta sees no ‘noticeable impact’ in advertiser demand since content policy shift
Amrit VirdiMeta claims changes to its content moderation policy have not impacted advertiser demand, as the business aims to focus on AI and working with creators.
2025 is the year we embrace the superpower of working mums
Rachel ExtonProgressive brands are rejecting outdated notions and embracing the resilience, emotional intelligence and problem solving capabilities of working mums.
Digital formats and AI adoption fuel 9.7% growth in UK ad spend
Grace GollaschAccording to the Advertising Association and WARC, the UK advertising market grew 9.7% to £10.6bn, marking the first time ad spend has exceeded the £10bn barrier in Q3.
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.
Starbucks’ brand focus and making growth happen: 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 Starbucks looking to “restore confidence” by investing in brand to calls for marketers to find growth opportunities rather than waiting for them to happen, it’s been a busy week. Here is my take.
Channel 4 and Lloyds award four black-owned businesses £600k in TV advertising space
Grace GollaschAs part of the Black in Business initiative, four black-owned businesses have each won £150,000 in Channel 4 TV advertising, as well as business mentorship.
M&S commits to delivering ‘trusted value’ as it cuts kidswear prices
Amrit VirdiAs well as investing in price, Marks & Spencer wants to ensure its clothing is designed to last as it believes “value is more than just the product’s price”.
Adam&EveDDB, VCCP and Mother win at Oystercatchers Awards
Molly InnesUncommon scooped the inaugural Grand Pearl award at the Oystercatchers Awards 24.
Direct Line recruiting for top marketer as Samuel Day departs
Amrit VirdiThe company is “currently recruiting” for an interim customer and marketing director, with Day set to join German vehicle marketplace Mobile.de.
Starbucks almost doubles marketing spend to ‘restore confidence’ in the brand
Niamh CarrollStarbucks is moving away from discounting and doubling down on “broad-based” marketing to focus on what “sets it apart” as a brand.
The Week in Tech: DeepSeek shakes up the AI industry and Threads gets ads
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Center Parcs appoints Sara Holt to newly created CMO role
Grace GollaschThe holiday company is restructuring its sales and marketing function, splitting the combined chief sales and marketing officer position into CMO and CCO roles.
‘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.
Emotional brand-building can help a little more budget go a long way
James HurmanWhile stakeholders might be inclined to believe investment in emotional brand-building is a risky exercise, it is much less perilous than the alternative of a brand standing still.
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.
Clear briefs help marketers confront the chaos of advertising
Helen EdwardsCreating a great campaign is by nature a ‘poorly defined problem’, so brands must bring clarity to the agency relationship, not just wait for magic to happen.
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.
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.