Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Brands and agencies are already using GenAI and AI in myriad ways, from segmentation to creative testing, and from media planning to measurement.
All five measures that go towards GfK’s Consumer Confidence Index increased in January.
On the Beach CMO Zoe Harris says a ‘decommoditised’ brand is helping the business’s marketing spend work harder.
The full year spend for 2023 is forecast to increase by 6.4% to £37bn, according to the Advertising Association and WARC with further growth tipped for 2024.
Competing priorities will hold you back in this time of budget pressure and economic stagnation, so focus only on creating an offer that meets customer needs.
Crosta & Mollica’s top marketer believes the brand has “punched above its weight” in terms of growth so far but it is now looking to invest to drive brand awareness further.
The consumer goods giant is committing to further investment in marketing efficiency as it seeks to drive category growth in beauty and home care.
Brands and their agencies are increasingly turning to studio-based 3D environments instead of shooting their ads on location.
Exclusive data from Marketing Week’s 2024 Career & Salary survey shows marketers are increasingly overworked and underpaid.
With brands under pressure to grow and align sales and marketing, could hiring a chief revenue officer be the answer?
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the explosion of Crosta & Mollica to Premier Food’s plan to drive volume growth, it’s been a busy week. Here is my take.
Celestyal is investing €2.5m in doubling its marketing team from six to 12 in order to build brand awareness and drive the boutique operator to the next level.
Increased prices have played a significant role in Premier Foods’ sales growth in recent years. This boost is now fading, but the business is confident in its formula of brand investment and innovation to drive continued success.
Primark owner Associated British Foods says the business spends “every day… worrying about whether we got the right price points”.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
As a premium, fresh-food, branded proposition, Charlie Bigham’s does not fit in with the ready meal category; however, it is these differences that allow it to stand out and deliver “real value” for its consumers, says marketing director Gill Green.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
By overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
Britvic-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’.
Changing prices in real time to reflect costs and demand is the ideal way to maximise profitability, but only if your customers don’t see it as a raw deal.
There is real clarity in simplicity, but it takes hard work and awareness. Here are three simple approaches marketers can take to achieve that sometimes elusive goal.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Brand birthdays seem like a big deal to marketers, but consumers don’t care and any money spent celebrating them would be better spent elsewhere.
Creative campaigns and exclusive insights from across the agency landscape.
This quick guide offers an introduction to data-driven marketing and the benefits of deeper customer insights. It offers practical guidance and frameworks for using data to optimise marketing efforts.
With the digital marketing skillset expanding alongside evolving business and consumer needs, organisations face a ‘war on talent’ as demand outstrips supply. This quick guide looks at how businesses can optimise their recruitment process to attract and retain the right candidates.
Reflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s.
Marketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics.
Arçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
Attracted by their curiosity and intrinsic knowledge of digital transformation, brands are ramping up their interest in appointing marketers as non-executive directors.
Looking for a new role in 2023? Here’s what to expect from the recruitment market.
As marketing WhatsApp communities grow in prominence, why are so many marketers turning to peer-to-peer groups for support?
By discounting for the first time, Tesla is not only starting an electric vehicle price war, it is communicating its weakness to existing and future customers.
Rather than opting for blanket promotions and slashing prices, marketers are advised to tap into the power of behavioural science.
Patience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
Today’s consumers are inundated with media vying for their attention, as delegates heard at this year’s Festival of Marketing. So how can cultivating ‘fandom’ help brands cut through?
True emotional connections between brands and customers boost revenue as well as retention, but marketers need an accurate understanding of the key trigger moments.
Consumer interest in eBay’s fashion offerings skyrocketed this year, thanks to a campaign from agency DEPT that bridged TikTok, TV and everything in between.