PG Tips on bringing ‘much-needed consistency’ to the brand to drive long-term growth
Niamh CarrollPG Tips is taking a long-term approach to win in the tea category, starting by bringing back its brand mascot, Monkey.
‘Deeper than little sprinkles of influence’: Are creators embracing ‘professionalisation’?
Amrit VirdiIn the first of our new Influencers Explored series, we explore the “long journey” to professionalisation and how creators adjust to a corporate world.
‘A new era’: Why WSL’s new owner is rebranding its top two divisions
Molly InnesThe WSL and Women’s Championship are being renamed WSL 1 and WSL 2, with a new visual identity to drive visibility and value of the women’s game.
The ‘Margherita Funnel’: Effective marketing sticks to two ingredients
Grace KiteJust as great pizza chefs focus on the quality of their two key ingredients, the marketing funnel can be more useful if it’s simplified to just two stages.
Marketoonist on multichannel marketing
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
Marketing professors on why ‘employability is top of the agenda’
Michaela JeffersonIn the latest instalment of our State of Academia series, academics discuss the discrepancy between what universities teach and entry-level job descriptions demand.
Concept versus practicality: Marketers and finance leaders talk brands on the balance sheet
Niamh CarrollBrands are largely not currently recorded as assets on businesses’ balance sheets, meaning marketing spend gets expensed immediately, not over time. We get the view from finance leaders and marketers alike on whether putting brand on the balance sheet would make it easier to argue for long-term brand investment.
Peloton slashes marketing spend by 37% amid departure of third CMO since 2020
Molly InnesPeloton cut its marketing and advertising investment by $51.8m in the three months to 31 March.
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?
Entries open for Marketing Week’s third annual Talent Trailblazer Award
Marketing Week ReportersMarketing Week has teamed up with the Advertising Association for a third year to spotlight organisations that have opened up marketing to diverse talent.
The Behaviour Change Department: Marketers need to reframe their influence to grow their power
Dan BennettIn the first of a new series, Ogilvy UK’s Dan Bennett explains why marketers need to change their relationship to the power they wield, starting with how Wahaca changed consumer behaviour in a subtle way.
Airbnb promises ‘best of both’ with new look services and experiences
Grace GollaschPart of its ongoing push into categories outside overnight stays, Airbnb has launched services, experiences and a new app to give users the “best of both worlds”.
‘Declining budgets, added complexity’: Marketers on the segmentation skills gap
Josh StephensonSegmentation and targeting are prerequisites for finding new avenues for growth, so why are marketers neglecting both?
Marketers’ worth can’t be reduced to a line item on a spreadsheet
Laura ChamberlainAt times it can feel like proving ROI stretches beyond metrics to a question of professional credibility. Marketers have the power to reframe the conversation.
Marketing budgets, GenAI sustainability, streaming time: 5 interesting stats to start the week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Education and influencers: 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 Coty’s CEO becoming the latest boss to identify the value of influencers to the state of marketing degrees, it’s been a busy week. Here is my take.
Forget influencers – your brand needs to be a playable character
Andrew HollandVirtual worlds could soon become a key part of any marketing channel mix. Brands need to start thinking about how they can get involved.
‘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.
How to make smart budget cuts in times of uncertainty
Elliott MillardWhen budget cuts are on the cards, there are two key questions businesses should ask themselves to ensure they are making the right decisions.
Brands need foresight, not just insight, to survive and grow
Andrew GeogheganA ‘frame, scan, plan’ approach gives marketers the necessary foresight to assess the threats and opportunities beyond their business’s 12-month plan.
Reality Check: Twitter and X are one and the same irrespective of how you feel about them
Ian MurrayMarketers are no strangers to rebrands – so why has the change from Twitter to X being so contentious in the marketing industry? It reveals a gap in thinking between consumers and marketers that is quite telling.
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.