Mark Ritson on how to achieve strategic effectiveness in 2020
Marketing Week ReportersWatch Mark Ritson’s keynote at The Festival of Marketing and discover his recipe for brand success this year and beyond.
Festival of Marketing 2019
Is the CMO role fit for purpose?
Marketing Week ReportersIs the increase in roles such as chief customer and chief growth officer reflective of a shift in the nature of marketing or unnecessary window dressing?
Marketing Room 101: The buzzwords, theories and phrases that need banning
Marketing Week ReportersMarketing Week columnists Colin Lewis, Helen Edwards and Mark Ritson gathered at this year’s Festival of Marketing to make their case for the topics they want to see the back of.
Bodyform’s marketing boss on breaking taboos and standing your ground
Charlotte RogersBodyform’s recent campaigns have aimed to tackle the taboos around how women’s bodies are viewed in society, even when it faced bans and backlashes.
Marketing That Matters: How Britvic rescued Robinsons from decline
Marketing Week ReportersThe latest podcast in our series on the stories behind effective marketing campaigns examines how Britvic transformed Robinsons, repositioning it and reviving a flagging category in a grand prix-winning effort.
Thomas Barta: Marketers will find purpose in their brand’s zone of lies
Charlotte RogersTo embrace a purpose-driven agenda marketers need to understand their company’s failings and then act as change leaders, mobilising the businesses from the top down.
How Dixons Carphone overhauled its CRM programme
Ellen HammettA focus on people and quick wins has allowed the UK’s largest electronical retailer to move away from a discount-heavy strategy it believes would have killed the business within five years.
Brands risk losing billions if they don’t improve online accessibility
Molly FlemingBrands need to ensure their websites are accessible to disabled people or risk losing out on £249bn a year.
How Mondelēz shifted focus from cost-cutting to growth
Molly FlemingFrom creating a digital accelerator to piloting a biscuit subscription service, Mondelēz Europe CMO is spearheading innovation at the confectionery giant.
Beyond air miles: Emirates Airlines rewards customers for engagement
Ellen HammettThe Dubai-based airline is trying to find new, less transactional ways to reward people for their loyalty, as well as engaging customers at the moments where they are more likely to make an “instantaneous impulse purchase”.
Why Tesco won’t refer to Aldi and Lidl as ‘discounters’
Ellen HammettTesco’s outgoing chief executive talked semantic strategies, regrets and how “brutal objectivity” helped him lead one of the UK’s biggest business turnarounds.
Why alternative job titles prove marketing is not the ‘colouring-in department’
Matthew ValentineDoes the plethora of new titles for senior marketing roles reflect a change in the nature of marketing, or is it a case of window dressing gone wild?
Rose McGowan’s advice to marketers: Sell what you would want to be sold
Sarah VizardThe activist, actress and director believes marketers have great power to impact behaviour and they must take that responsibility seriously.
Social selling site Depop on why quantity is the key to quality
Matthew ValentinePeer-to-peer social selling Depop is convinced that its content strategy of ‘reposting the coolest shit’ is the secret to engaging Gen Z shoppers.
How innovation and creativity helped turn around Premier Foods’ brands
Molly FlemingThe company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers.