How Specsavers shocked consumers out of their ‘spectacle stasis’
Marketing Week ReportersThe optical retailer relied on research to help drive a 22.9% increase in sign-ups to its contact lens service.
Marketer burnout, personal data, retailer loyalty schemes: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Asda’s CCO David Hills: ‘Our marketing success will come from keeping it simple’
Chris SutcliffeDavid Hills is looking to a simplified structure, and more straightforward messaging to communicate its “uncompromising value”.
Marketing under fire and growing pains: Your Marketing Year
Russell ParsonsAs we approach the end of year, I look back at the key stories that have defined the industry in 2023, offering my view on what they mean for you. From tensions with finance to searching for growth, it’s been a busy year. Here is my take.
Three ways marketers can make their media plans more sustainable in 2024
Marketing Week PartnerEvery wasted ad click contributes to carbon emissions, so brands must make sustainable media a higher priority in the coming year.
‘We have to adapt and change’: How will marketers manage marcom spend in 2024?
Michaela JeffersonOptimism is in short supply as marketers face up to another year of constrained spend – but where that spend will be directed is ever-evolving.
The AI-powered Google apocalypse is heading for your brand
Andrew HollandGoogle’s AI-powered search engine is currently an ‘unknown risk’ but because it is unknown marketers need to plan for the potential outcomes.
Vote for your marketing campaign of 2023: Semi-final
Marketing Week ReportersThere are now just four campaigns remaining. Vote now to make sure your favourite makes it to the final.
Yell revives 30-year-old ‘Mistletoe’ Yellow Pages Christmas ad
Niamh CarrollThe ad was first broadcast in 1992 and is being brought back by Yell across paid social and streaming. The relaunch by the brand makes it the latest to return to an old distinctive asset or campaign.
‘Momentum is infectious’: Tango on continuing its growth trajectory
Niamh CarrollBritvic-owned soft drinks brand Tango is three times bigger than it was in 2018 but it is still confident there is ‘huge opportunity’ to grow through innovation, strong retailer relationships and its revived ‘You’ve Been Tango’d’.
How Arla and Guinness captured people’s attention to extend the reach of their OOH ads
Chris SutcliffeThe two food and drink brands used consumer curiosity to create effective OOH campaigns, according to Kantar’s ‘The Works’ study.
The Agenda 2024: Consistency is key
Molly InnesWhile marketers are prone to pursuing the next big idea, taking a more consistent approach is gaining pace for multiple reasons as brands eye up growth, effectiveness and cost saving.
Consumer confidence rises pre-Christmas, but long-term causes of concern remain
Chris SutcliffeThe latest GfK consumer confidence barometer suggests that consumers are trying their hardest to find reasons for optimism ahead of the holidays.
Peloton names second CMO in a year
Molly InnesLauren Weinberg will replace Leslie Berland as chief marketing officer after just two months leading marketing at Intuit.
B2B marketers need to reclaim the breadth of the role, or risk sliding back to irrelevance
David van SchaickThe boardroom credibility and influence gained in the last ten years by senior B2B marketing leaders is at risk as belts are tightened – unless the right balance between short- and long-term value creation is found.