Festival has a new name that aligns it more closely with Marketing Week. The theme for October is Grow.
As inflation takes its toll, marketers should get the whole business involved in the conversation about how to be smarter with budgets, says Paws.com marketing boss Adam Lawrenson.
A fan of being your true self over inspiring indifference, entrepreneur Steven Bartlett explains why marketing works if it appeals to the “most desperate” person.
Marketing leaders at Sage, EY and Goldman Sachs share how they persuaded their CEOs to give them the investment they needed to build out their brands.
Ritson recommends marketers take a three-step approach to budget setting: match your budget to your business size, optimise the long and short, and measure them correctly.
Having confidence in a crisis and trusting your team could help brands survive tough times, suggest marketing leaders from Morrisons, Gousto and the British Heart Foundation.
WFA global diversity ambassador and Beam Suntory head of media, Jerry Daykin, wants brands to treat their DE&I work with the same seriousness they would a company-wide digital transformation.
With most B2B customers not in the market to buy most of the time, marketers should target memorability rather than instant sales, said the LinkedIn B2B Institute’s Jon Lombardo.
Despite the mounting challenges of running a business in 2022, Rachael Twumasi-Corson believes transparency, counting the wins and being kind to yourself are the hallmarks of strong leadership.
On the Beach’s CFO Shaun Morton and CMO Zoe Harris agree the best thing a marketer can do to build a strong bond with finance is show how they can help the business deliver the P&L.
In conversation with Papa John’s vice-president of marketing and Paperchase’s chief digital officer, Tenzer lamented the “increasingly commoditised” nature of the market research industry.
ITV director of client strategy Kate Waters believes TV has a clear role to play in addressing the “hard creative challenge” of appealing to older consumers.
Premier Food’s chief marketing officer Yilmaz Erceyes says marketers need to be closer than ever to consumers in a cost of living crisis.
Campaigns requiring input from multiple partners or departments are at best a headache and at worst chaotic, with marketers wasting valuable time keeping track of basic tasks. For Dr Martens, the solution lay in uniting them on a single platform
A session at the Festival of Marketing focused on the gaps between consumer expectations and what brands are delivering – but also, crucially, what can be done about it.
Virgin Media O2 and Monzo reveal how de-siloing data and teams can optimise the customer experience.
Marketers have a responsibility to integrate sustainable thinking across their whole discipline, acknowledging and reducing the carbon footprint of digital activity.
While it seems like the world is ricocheting from one crisis to another, a panel of Marketing Week’s Top 100 marketers discussed how to keep a cool head.
By creating rewarding experiences that give consumers reasons to share information willingly, brands can earn greater trust as ‘data guardians’ while powering more relevant personalised marketing.
Festival of Marketing delegates debated how to personalise efficiently while building customer trust, with suggestions ranging from new roles for ‘gold nugget miners’ to simply paying attention to customers’ experiences.
Looking to accelerate its transformation from a reliance on catalogues to a fully digital ecommerce approach, Studio Retail used data and modelling to discover how customers could be more effectively reached through digital and TV marketing.
There’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention.
The history of marketing is synonymous with consumer brands, but now B2B is the key driver of economic growth and it will be marketers who build those businesses.
With a career spanning experience agency and brand side, Papa John’s Jo Blundell explains why she believes marketing is the “inspiration centre” of business.
Leading questions and researcher bias have fuelled the social purpose orthodoxy, which marketers are only now acknowledging has no basis in evidence.
Growing online retailer Paws.com is using both technology and a medically-trained customer service team to create a “personalised wellbeing service” for cats and dogs.
New research shows marketers are terrible at briefing agencies. To start putting that right, ask yourself whether your marketing strategy meets these criteria.
True personalisation is unachievable due to poor data quality, but it’s ineffective anyway and should be replaced with creative that resonates with everyone.
From retaining a long-term view and the importance of excess share of voice to making strategic changes to positioning and saying no to failure, our columnist spells out how brands can navigate recession.
Marketers are getting in their own way by being afraid to financially commit to their campaigns. New data shows ROI is generally higher when advertisers spend more – that is, until they spend too much.
Head of marketing Nicola Matthews says Tony’s stance on advertising is that you shouldn’t have to pay to tell a good story. But, as the brand scales, that’s about to change.
Over the years marketers have “stopped being proud” of what they do and what they contribute, which needs to come to an end, according to marketing champions Cheryl Calverley and Helen Edwards who outline five ways marketers can make an impact.
By focusing on long-term brand building over short-term ‘Bat-Signal’ marketing, UKTV has been able to grow the share of some of its key channels by a “very significant” amount.
Managing director of Marketing Week’s 2021 Brand of the Year, Paula MacKenzie outlines why strategic, undeniable and fame-generating ideas help KFC attain higher levels of creativity.
Boots’ CMO Pete Markey believes marketers must create a narrative around marketing to help demystify it to other functions, which helps finance “want to get it”, says CFO Michael Snape.
While demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Chief digital and marketing officer Conny Braams believes if marketers can’t distil complex information into simple and transparent messages then they’re not doing a good enough job.
Ritson comes face-to-face with key figures from areas of marketing he has taken aim at over the past decade, as we take a look back at his biggest and most controversial columns.
In the second episode of our new series, three marketing leaders make their case for the marketing buzzwords and jargon that must be banned from marketing – which do you want to see consigned to Marketing Week’s Room 101?
Humour in marketing can be a tricky balancing act, but get it right and you can create some truly successful and memorable campaigns, says Tom Fishburne.