Diageo expands marketing effectiveness tool to help navigate Covid-19
Molly FlemingDiageo has added the latest data about Covid-19 with insights and consumer behaviour information to help improve marketing effectiveness during the pandemic.
Festival of Marketing 2020
Analysis of all the key moments from this year’s Festival, looking at how marketers can understand trends, deliver for customers and return to growth.
The ‘moment of prediction’: Why brands need to anticipate consumers’ needs
Marketing Week PartnerBrands need to find consumers in short windows of attention and then offer them totally seamless experiences, delegates heard at the Festival of Marketing.
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Patagonia on why it won’t fuel a ‘superficial desire’ for its products
Charlotte RogersFrom encouraging employees to take direct action to challenging consumers to ‘Vote the Arseholes Out’, Patagonia says its focus is on addressing the climate emergency not working with influencers or advertising in fashion magazines.
GE CMO Linda Boff on why marketers are the ‘soul’ of the business
Matthew ValentineThe GE CMO wants marketers to realise they are the “soul of the company” and find a way to work without fear, despite the challenging circumstances.
The future of marketing in a cookie-less world
Marketing Week PartnerPrivacy is increasingly important to consumers and, with data protection regulations growing stricter, brands need to be guided by a unified approach to consent-driven data.
Mark Ritson: Marketers blame CFOs for not getting marketing when it’s our fault
Sarah VizardAll too often the marketing industry wants to make the CFO the bête noire, but if they don’t understand the value of marketing that’s marketing’s fault, says Ritson.
Mastercard CMO: Long-term and short-term are not mutually exclusive
Sarah VizardMastercard’s marketing team is taking both a long- and short-term view as it looks to mitigate the risk of the pandemic on its business.
The simple steps that set ‘winning’ brands apart
Marketing Week PartnerDespite the wealth of insight available to marketers, many don’t heed it, so research shows brands can gain an advantage even by just linking KPIs to business outcomes or applying marketing theory.
Why Singaporean super app Grab is focused on ‘acts, not ads’
Charlotte RogersSpanning everything from ride hailing, to food delivery and payments, Singapore-based app Grab has pivoted at speed to respond to the challenges of Covid-19 across southeast Asia.
How marketers can keep on top of constant change
Marketing Week PartnerThe pandemic has demonstrated how much marketers need to accelerate their intelligence gathering to stay ahead of the market.
Tesco on how Covid-19 helped it to ‘really be at its best’
Molly FlemingMarketing Week’s Brand of the Year explains how listening to customers every day and doubling down on its strategy helped it weather the first coronavirus lockdown.
Create, test and iterate: Three steps to customer retention
Marketing Week PartnerWhen software brand Typeform sought to boost loyalty and retention, it turned to machine learning and personalisation to persuade customers to adopt new services.
Marketoonist on humour in marketing: It can be an act of empathy
Charlotte RogersThe pessimism of the pandemic might be encouraging marketers to play it safe, but they could be underestimating the power of humour to connect with consumers even during a crisis.
Just Eat: We’ve done two years’ worth of learning in six months
Molly FlemingJust Eat admits it has had an “overwhelming” data to make sense of during the pandemic but that it has found insights to help build both its and its partners businesses.
How marketers can transform their brands to benefit customers
Marketing Week PartnerDriving change in organisations is never easy, but there are strategies marketers can adopt to make their efforts more effective.
ITV on how its ‘organic’ agency relationship is giving it the edge
Matt BarkerITV believes its “honest, direct and organic relationship” with creative agency Uncommon is helping the broadcaster radically change perceptions and increase its relevance within society.
How to achieve ‘brilliant’ marketing: A step-by-step guide
Marketing Week PartnerExcellence should be the aim of every marketing team, but achieving it takes time, a systematic approach and close collaboration with technology teams.
Nile Rodgers on why it’s always important to be heard
Matt BarkerThe celebrated singer, songwriter and producer explains why the mass appeal of pop still exerts a powerful hold after nearly 50 years of hit-making.
How to do more with your data to fuel business growth
Marketing Week PartnerGood data analysis is at the heart of effective strategic planning – but what’s holding marketers back? Two top FMCG insights leads discussed the biggest challenges at the Festival of Marketing.
McDonald’s UK CEO: We can’t always be at the cutting edge of innovation
Molly FlemingStriking the right balance between innovation and risk-taking and keeping a consistent experience is difficult, particularly in the middle of a pandemic, says Paul Pomroy.
Lego: Brands that focus on their audience always win
Matt BarkerThe marketing department can take a lead when it comes to creating a customer-centric organisation, but it shouldn’t be left to do all the work itself, says Lego CMO Julia Goldin.
Winning the loyalty battle with real-time customer experiences
Marketing Week PartnerThe pandemic has disrupted consumers’ relationships with brands and retailers, meaning their loyalty is up for grabs, but making the most of it requires anticipating their needs in real time.
‘Diverse talent is hiding in plain sight,’ says BBC diversity chief
Sarah VizardCompanies that claim they cannot find diverse talent to hire are not looking in the right place, says the BBC’s director of creative diversity June Sarpong.
Six ways consumer mindsets have changed since Covid-19
Marketing Week PartnerThe pandemic has inevitably shifted consumers’ attitudes and behaviours. According to Brandwatch Qriously survey data covering 120,000 respondents in eight markets, this is particularly evident in areas such as safety, community and ethical consumerism.
Gousto on developing an ‘empathetic’ data strategy
Charlotte RogersTaking an empathetic approach to data that moves beyond purely “raw conversion goals” is the key to success, says CMO Tom Wallis.
Engaging Gen Z women: How brands can inspire a social generation
Marketing Week PartnerBrands have a stereotypical image of Gen Z as mobile-first, TikTok-loving digital natives, but marketing effectively to them as adults will require a more sophisticated understanding of what they care about.
Scott Galloway: CMOs should become chief intelligence officers
Charlotte RogersProfessor, author and entrepreneur Scott Galloway is urging CMOs to transform themselves into chief intelligence officers, pivot their brands to subscription models and embrace algorithm commerce if they want to thrive.
Will TikToks and Reels become the TV ads of the future?
Marketing Week PartnerAt the Festival of Marketing, delegates heard how brands can tap into the massive surge in interest and participation in short-form video, and still remain relevant.
Reckitt Benckiser: Brands must try not to ‘oversell their story’ on climate change
Molly FlemingReckitt Benckiser believes NGOs have a key role to play in ensuring brands behave authentically when it comes to climate change by holding up a mirror and getting them to think more deeply about their role and responsiblities.
How to lead change and set business strategy as a marketer
Marketing Week PartnerMarketing Week’s Marketer of the Year, ITV’s Rufus Radcliffe, and judges of its Top 100 Most Effective Marketers ranking revealed at the Festival of Marketing the key skills and attributes that set marketers apart as true leaders
Grace Kite on why there is no ‘blanket’ rule for 2021 planning
Sarah VizardThe end of the furlough scheme, differing impact of the pandemic on specific categories and the rise of online all impact how marketers should think about budget planning and strategy next year.
Why streamlining creativity is key to word-class customer experiences
Marketing Week PartnerCreative excellence is central to developing transformative customer experiences, and energy brand SSE found freeing creative teams from the burden of administration meant they could direct their energy into high-value areas.
Helen Edwards: Marketers are underestimating the signs of customer behaviour
Charlotte RogersThe Covid-19 pandemic has exposed the frailties of behavioural science and shown marketers are underestimating the significance of signs when it comes to understanding customer behaviour, Edwards argues.
Who are today’s ‘mainstream’ consumers and how can brands reach them?
Marketing Week PartnerThe internet has facilitated an explosion of niche interests among consumers, which means brands need to understand the connections between them in order to find and reach the right audiences.