Coca-Cola on the strategy behind its first portfolio ad
Niamh CarrollNew Guy is the Coca-Cola Company’s first ad that brings together different brands in its portfolio in the same spot.
Changing roles and boardroom credibility: 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 the changing role of the CMO to the need to speak the language of the boardroom, it’s been a busy week. Here is my take.
How a ‘culture-making’ tie-up helped JBL go viral
Marketing Week ReportersThe audio brand’s collaboration with US rapper Doja Cat went from the Grammy Awards to viral TikTok sensation, helping JBL resonate with its key Gen Z audience.
One CMO on why marketing must be at the heart of product development
Josh StephensonThe cyber security business, which owns brands including Norton and Avast, had marketing involved from the start in its latest product launch, an example of its customer-centricity, says marketing lead Krista Todd.
How a ‘focus on excellence’ helped BBH grow business by 90%
Marketing Week ReportersThe creative agency improved its pitch conversion rate by 28% in 2022, attracting brands from Netflix to Wayfair in the process.
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Are we witnessing the end of the CMO? No, and stop asking
Mark RitsonMarketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
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Starling Bank launches fresh brand platform as its priority shifts to driving salience
Chris SutcliffeThe online-only bank has launched a new brand platform, as it believes it has hit its goals around awareness and is now prioritising brand salience.
Recruitment intent shows modest gains but brands remain cautious
Molly InnesExclusive data from IPA Bellwether shows an uptick in brands looking to hire in the next three months.
Currys CEO says brand focus has led to ‘consistently improving’ customer confidence
Chris SutcliffeCurrys says its transition from product to brand-focused marketing is driving the creation of “customers for life” in the UK and Ireland.
‘Marketing is too narrow a definition’: CMOs on the changing shape of marketing’s top job
Molly InnesAs job titles and responsibilities for top marketers continue to change, CMOs from Marketing Week’s Top 100 discuss how they’re navigating the shift.
Marketing budgets get unexpected boost despite economic uncertainty
Niamh CarrollA net balance of 14.7% of companies made upward revisions to their marketing budgets in the fourth quarter of 2023, the highest recorded by Bellwether in nearly a decade, despite the challenging economic environment.
How Samsung’s ‘new era’ will see the brand front and centre
Chris SutcliffeThe electronics company is highlighting its innovation heritage in a campaign aimed at owning a new category of artificial intelligence-powered products, a move that sees it dial up its brand credentials to drive consideration.
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.
‘Credibility in the boardroom is critical’: CMOs on the future of marketing leadership
Molly InnesFive 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.
Chief revenue officer among fastest growing marketing roles
Molly InnesNew data from LinkedIn reveals chief revenue officers and growth marketers are among the roles most in demand as brands eye up growth in the upcoming year.