Five trends that will shape media in 2024
Michaela JeffersonFrom AVOD and retail media to artificial intelligence, we share the five trends that will shape media in 2024.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
How can brands drive growth in 2024?
Niamh CarrollHigh levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Why embracing purpose helped O2 boost campaign ROI
Marketing Week ReportersThe telecoms giant decided to take its support for those facing data poverty up a level with the release of a Christmas card gifting 7GB of free data.
Reddit’s CMO on why being a ‘full-stack’ marketer prepared her for a life in digital brands
Josh StephensonWith stints at Netflix, Sephora and Zynga under her belt, Reddit’s marketing lead Roxy Young shares the benefit of forging a career at the coal face of new technology – and why you need to consider your career as a web instead of a ladder.
How Mars overtook its rivals with a festive chocolate push
Marketing Week ReportersThe confectioner’s play to win the chocolate war by axing Bounty helped Celebrations pull ahead of its key competitors over the Christmas season.
The Time I Messed Up: KP Snack’s marketing director Kevin McNair
Niamh CarrollExperience not ego should come first when making decisions about your career, advises KP Snacks’ Kevin McNair, who shares a mistake he made in choosing the next job for him based on title rather than description in the second of a series exploring what marketers have learned from their mistakes.
How EasyJet’s holiday revamp drove a 400% profit boost
Marketing Week ReportersNamed the UK’s fastest growing travel business in 2022, EasyJet Holidays decided to flip the package holiday clichés on their head to build fame at pace.
Plusnet’s chief on challenging the ‘status quo’ in a dual CEO/CMO role
Josh StephensonA unique role that encompasses leadership responsibilities as well as heading up the marketing function may seem like a lot of work, but as marketing looks to grow its influence within the business, it could be the future.
How LinkedIn tackled social stigma to help ex-offenders thrive
Marketing Week ReportersEncouraging employers to look past a criminal record, LinkedIn’s mentoring programme offered eight young offenders the chance to launch their own streetwear brand.
3 questions I wish I’d asked as a junior marketer: Beams’ Natasha Briefel
Molly InnesEffectiveness is key, whether running campaigns or communicating with your team as a marketing leader, says Beams’ CMO Natasha Briefel.
How investing in digital helped one brand grow 600%
Marketing Week ReportersLiberty Hive’s digital recruitment platform has attracted brands including Channel 4 and Aldi, with 71% of companies returning to post jobs within six months.
Brands will be ‘eaten alive’ by private label if they don’t invest, warns Suntory marketing chief
Josh StephensonFrançois Bazini says brands “get lost” when they look for growth in the wrong places and explains why it was so important for Ribena to bring back its ‘Berries’ characters.
How will 2024 shape up for junior and mid-level marketing recruitment?
Molly InnesDo marketers need to specialise at the beginning of their careers? What are the chances of promotion in 2024? Here’s what to expect for the job market in the next 12 months.
The big winners of 2023… according to Helen Edwards
Helen EdwardsAs the year comes to a close, our columnist announces her ‘award’ winners for 2023.
This Much I Learned: Boots’ CMO Pete Markey on marketing leadership
Marketing Week ReportersIn the latest episode of Marketing Week’s podcast series, Boots’ chief marketing officer and Marketing Week’s Marketer of the Year Pete Markey discusses the importance of being choiceful, his approach to career management, breaking silos and how to avoid being ‘typecast’ as a marketer.