Marketoonist on navigating innovation
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Co-op overhauls loyalty scheme to focus exclusively on member pricing
Niamh CarrollCo-op, which introduced member pricing last year, will now abandon its rewards-based system in favour of focusing on “much more rewarding” exclusive discounts.
Ocado credits shift in marketing strategy for improved customer retention
Chris SutcliffeThe online supermarket has revealed increases in active customers and volume growth following a step change in marketing strategy.
The key to creativity: Breaking down barriers in remote collaboration
Andy WilsonUsing the right tools to simplify the creative process can make the difference in delivering effective, timely campaigns, now that teams can work together from anywhere.
How ITV attracted 2 million new viewers
Marketing Week ReportersInvesting in detailed audience insight helped ITV segment its first-party dataset to fuel the launch of streaming service ITVX.
On the Beach’s CMO on how being on the board has boosted her ‘bigger picture’ thinking
Niamh CarrollOn the Beach’s CMO Zoe Harris has been on the firm’s executive board for over a year, which she says has encouraged her to look further ahead at the longer-term opportunities and allowed her to get inside the heads of investors.
Global marketing budgets, market research, fake reviews: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Marketing marketing and the growth challenge: Your Marketing Week
Russell ParsonsAs 2024 gets up and running, I outline some of the key challenges marketers are facing, offering my view on what they mean for you and the industry. From the need to bolster marketing’s influence to the hunt for sustainable growth, it’s going to be a busy year. Here is my take.
How one brand hit 215% ROI with ‘sophisticated’ segmentation
Marketing Week ReportersA multi-layered segmentation strategy helped garden centre chain Dobbies identify the ‘killer’ categories directly influencing customer behaviour.
How EE has created new B2B opportunities thanks to its revamped gaming offer
Chris SutcliffeAfter the refresh of its entire proposition in October, EE is leveraging its stock of data to grow revenue around gaming audiences.
AB InBev CMO: Olympics partnership will ‘strengthen’ beer as a category
Niamh CarrollAs category leader, AB InBev believes it has a responsibility to grow beer as a whole, and is using a major partnership between the Olympics and non-alcoholic product Corona Cero to do this.
AB InBev becomes first global beer partner of the Olympics
Niamh CarrollAB InBev becomes the first beer business to achieve top-level sponsorship of the Olympics, in a partnership that will be led by the non-alcoholic Corona Cero brand.
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Cadbury is celebrating its birthday in the basement of the benefit ladder
Mark RitsonBrand birthdays seem like a big deal to marketers, but consumers don’t care and any money spent celebrating them would be better spent elsewhere.
Marketers prioritise own data as ‘illusion of control’ from third-party cookies vanishes
Chris SutcliffeAfter many delays Google is finally transitioning users away from third-party cookies – but some brand marketers are still scrambling to keep up.
Direct Line Group recruits Confused.com’s Sam Day as interim CMO
Niamh CarrollFormer Confused.com CMO Samuel Day will join Direct Line Group to lead its marketing function on an interim basis, as it prepares to welcome a new chief executive and enter “its next growth phase”.