Giving your brand a good death is an underrated marketing skill
Mark RitsonAlthough we never talk about it, marketers kill as many brands as we create, and doing so in the right way at the right time is crucial to business health.
Although we never talk about it, marketers kill as many brands as we create, and doing so in the right way at the right time is crucial to business health.
Laying out her priorities for the marketing and advertising industry, Michelle Donelan said the DCMS would continue with its plan to introduce online advertising regulations.
Demonstrating effectiveness is one area where marketers should invest to prove their worth in uncertain times, says NatWest marketing boss and ISBA president Margaret Jobling.
Boasting its “biggest ever bundle of savings”, Boots plans to offer up to 50% off discounts on its most popular brands identified via customer research.
Meanwhile, real-term salaries for junior to mid-level marketers have decreased by 10% since 2011, despite a 42% rise in annual UK advertising spend.
As uncertainty continues to dent business confidence, brands are banking on team restructures and specialist skills to drive momentum forwards.
Experienced professionals are increasingly challenging their own assumptions about their purpose and work, but it doesn’t have to be a leap in the dark.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The 2023 Marketing Week Career and Salary Survey reveals brands are continuing to restructure their marketing teams in search of future growth, with specialist communications, creative and content roles most in demand.
It’s true a product’s purpose is to perform its function effectively, but the value of a brand is in making consumers believe it does more than that.
We arm you with all the numbers you need to tackle the week ahead.
Keen to avoid the “PPC slug-fest”, On the Beach developed a TV campaign to subvert Christmas ad season and reflect Britain’s unashamed love of a package holiday.
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For B2B firms, investing in brand marketing is the best bet in good times, and it’s an even better bet in bad times when the pool of current buyers shrinks from 5% to 1%.
Coca-Cola, Cumbria University and Edinburgh Zoo were the most creatively effective regional press ads over the closing months of 2022, according to Kantar’s ‘The Works’ study.