Make this the year you innovate
Helen EdwardsCompeting priorities will hold you back in this time of budget pressure and economic stagnation, so focus only on creating an offer that meets customer needs.
Ad spend growth set to exceed expectations
Molly InnesThe full year spend for 2023 is forecast to increase by 6.4% to £37bn, according to the Advertising Association and WARC with further growth tipped for 2024.
Generative AI isn’t marketing’s future, it’s already part of its present
Tom RoachBrands and agencies are already using GenAI and AI in myriad ways, from segmentation to creative testing, and from media planning to measurement.
How Crosta & Mollica intends to match physical and mental availability to boost growth
Niamh CarrollCrosta & Mollica’s top marketer believes the brand has “punched above its weight” in terms of growth so far but it is now looking to invest to drive brand awareness further.
From service department to ‘beating heart’: Why one brand is doubling its marketing team
Josh StephensonCelestyal is investing €2.5m in doubling its marketing team from six to 12 in order to build brand awareness and drive the boutique operator to the next level.
P&G CEO says ‘willingness to change’ is key to being a ‘constructive disruptor’ in brand building
Chris SutcliffeThe consumer goods giant is committing to further investment in marketing efficiency as it seeks to drive category growth in beauty and home care.
Premier Foods expresses confidence in ‘really strong toolbox’ to drive volume growth
Niamh CarrollIncreased prices have played a significant role in Premier Foods’ sales growth in recent years. This boost is now fading, but the business is confident in its formula of brand investment and innovation to drive continued success.
Primark credits the right ‘pricing versus volume’ balance for sales uplift
Chris SutcliffePrimark owner Associated British Foods says the business spends “every day… worrying about whether we got the right price points”.
Marketoonist on staying focused
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Why virtual production should be in your next campaign plan
Marketing Week PartnerBrands and their agencies are increasingly turning to studio-based 3D environments instead of shooting their ads on location.
How Charlie Bigham’s plans to drive ‘relevant awareness’ in a category it doesn’t ‘naturally fit’
Niamh CarrollAs a premium, fresh-food, branded proposition, Charlie Bigham’s does not fit in with the ready meal category; however, it is these differences that allow it to stand out and deliver “real value” for its consumers, says marketing director Gill Green.
Three simple approaches to cut the strings that pull on your mind
Secret MarketerThere is real clarity in simplicity, but it takes hard work and awareness. Here are three simple approaches marketers can take to achieve that sometimes elusive goal.
How brands like Diageo are preparing for the disappearance of third-party cookies
Chris SutcliffeThe death of the third-party cookie has been protracted, but that has given customer-facing brands time to get their plans in order.
Retail sales, inflation, marketing budgets: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Is optimism returning to the marketing recruitment landscape?
Molly InnesRecruiters are “pleasantly surprised” by how the market is shaping up this quarter, but with job-seeking senior marketers at an “all-time high”, competition is fierce.