Co-op joins retail media network race
Molly InnesCo-op’s foray into the retail media network space comes off the back of an increased focus on first-party data and membership scheme changes.
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 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.
Renault shifts focus to ‘upper end of mainstream’ as it looks to drive reappraisal
Chris SutcliffeCar manufacturer Renault is seeking to reinvent itself in the eyes of younger consumers, with a new campaign that urges them to ‘Rethink. Renault’.
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 Sage’s marketing rethink drove a 12% revenue boost
Marketing Week ReportersBy overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
If the automotive industry wants to grow it needs to target women
Helen JamesOver half of female motorists don’t feel seen by motoring marketing comms. If the industry wants to grow in the face of a clampdown on petrol vehicles perhaps it’s finally time for women to be targeted.
M&S on its clothing reinvention and embracing men’s ‘rational’ shopping decisions
Chris SutcliffeAs M&S launches its first dedicated menswear campaign in eight years, its marketing director Anna Braithwaite talks about why men are easier – and harder – to convert into customers.
Mark Ritson: Segmentation is not the prerequisite for success
Chris SutcliffeAt the opening session of the Festival of Marketing 2023 Mark Ritson broke down the state of the industry in 2023 – with a particular focus on what it is doing wrong.
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Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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Eight out of 10 millennials know demographics are horseshit
Mark RitsonMillennials are no more similar to each other than they are to Gen X or Gen Z, so it’s time to leave this lazy approach to segmentation behind.
Vodafone’s Voxi doubles down on demographic based targeting
Rachel LawlerVodafone’s youth focused brand has launched a campaign aimed squarely at Gen Z, shifting its focus away from millennials as it looks to better reflect today’s young consumers.
‘It’s about mindset’: Martini on avoiding the pitfalls of age-based segmentation
Josh StephensonMartini is celebrating 160 years of business with a new campaign celebrating its Italian heritage. Its marketing lead tells us how it the brand targets values rather than demographics when finding its next customers.
Bud Light’s ad backlash shows the complexity of mass marketing
Mark RitsonAn endorsement by trans TikTok star Dylan Mulvaney promoted the beer’s inclusivity, but the divided American market shows why purpose doesn’t equal profit.