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News Uncategorized

Customer focus and place: Your Marketing Week

Russell Parsons

At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the nation’s favourite ad of 2022 to the importance of ‘place’ in a marketer’s remit, it’s been a busy week. Here is my take.

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3 Mar 2023 4:30 pm
News Uncategorized

Robinsons unveils first major rebrand in a decade to kick off fresh marketing push

Michaela Jefferson

A “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.

3 Mar 2023 3:38 pm
Riot Games MW Awards
Analysis Uncategorized

How Riot Games topped the Netflix charts by bringing fantasy into reality

Marketing Week Reporters

The video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.

Analysis Uncategorized

What marketers are doing to ensure ‘place’ is part of their remit

Matthew Valentine

As new channels emerge the opportunities for brands multiplies, but with control over place diminishing, what can marketers do to reclaim influence over this often forgotten P?

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3 Mar 2023 7:00 am
News Uncategorized

Sales promotions pioneer Alan Toop has died aged 88

Marketing Week Reporters

The former Marketing Week contributor started his career as an FMCG marketer, before making his mark on the industry as co-founder of one of the “foremost” specialist consultancies for sales promotions.

3 Mar 2023 6:22 am
News Uncategorized

AB InBev credits marketing with driving ‘highest-ever’ volume sales

Niamh Carroll

CEO Michel Doukeris said the alcoholic drinks giant had stepped up the effectiveness of its creativity through its digital transformation and its in-house creative agency DraftLine.

2 Mar 2023 3:44 pm
itv
News Uncategorized

ITV warns of declining ad revenue in 2023 despite rapid digital growth

Michaela Jefferson

ITV’s 2022 results show advertisers continuing to shift spend from linear to digital TV advertising, as they approach the first half of 2023 with “caution”.

2 Mar 2023 1:07 pm
Analysis Uncategorized

Why marketers must understand design better

Marketing Week Partner

Appreciation of the design process should permeate an entire organisation, not just its in-house creative team.

Sponsored by Figma
KFC
Analysis Uncategorized

KFC’s Meg Farren: Marketing is a ‘brilliant training ground’ to lead a business

Niamh Carroll

KFC’s UK general manager Meghan Farren says she is thankful to have “fresh eyes” on the business, having left her CMO position in 2021 to join Asda as chief customer officer, only to return a year later in her current role.

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2 Mar 2023 7:00 am
News Uncategorized

Reckitt plans ‘significant’ rise in brand investment following return to profit

Michaela Jefferson

In 2022, Reckitt’s brand investment increased by 5.7% while like-for-like revenue grew 7.6%. As a percentage of revenue, spend decreased from 12.6% to 11.8%.

1 Mar 2023 1:47 pm
News Uncategorized

Former Gousto CMO joins Comparethemarket as first chief revenue officer

Molly Innes

The online comparison site is splitting its marketing function in two, with Tom Wallis to take on leadership of both customer and performance marketing. CMO Mark Vile remains in place to lead on brand.

1 Mar 2023 12:07 pm
Analysis Uncategorized

How ABM gave Verizon a strategy for its new ‘growth engine’

Marketing Week Partner

With a new challenge to grow a specialist business area, the communications giant turned to account-based marketing to power growth through global system integrators.

Sponsored by The Marketing Practice
Analysis Uncategorized

Specsavers’ former marketing director on making a career switch to get ‘beyond’ marcomms

Michaela Jefferson

The desire to broaden his skill set beyond communications and take ownership over customer experience and innovation in the long term has led former marketing boss Chris Carter out of the marketing department entirely.

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1 Mar 2023 7:00 am
Analysis Uncategorized

How data privacy gives digital marketing a new purpose

Marketing Week Partner

Brands are now expected to deal with personal data on the individual’s terms, which means they need to adapt their digital marketing approach, but this also creates an opportunity to reappraise the role digital can play.

Sponsored by Meta
TUI MW Awards
News Uncategorized

TUI CMO: Effectiveness of media channels should be judged by ‘intuition’ not just modelling

Niamh Carroll

As a travel company, TUI “sells dreams” and so needs to look beyond channels where return on investment can be granularly measured, says UK and Ireland CMO Katie McAlister.

28 Feb 2023 3:26 pm
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