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.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
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.
‘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.
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.
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.
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.
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.
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.
‘Marketing DNA is in everybody’: The consumer focus behind SharkNinja’s rapid rise
Josh StephensonThe home appliances brand has undergone a period of rapid growth and is sticking to its beliefs of customer centricity and product innovation to keep it going.
How Cadbury’s multichannel mantra delivered £230m in revenue
Marketing Week ReportersFrom interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.