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- ️Fri Mar 21 2025
‘The customer is front and centre’: How insights got a seat at the table at Morrisons
Josh StephensonThe insights function at Morrisons has gone from “knocking on the door” to being a key partner, as the supermarket prioritises a customer-first mindset.
Marketers twice as likely to favour relationship with sales over finance
Charlotte RogersJust over a quarter of marketers say finance is their key relationship within business, versus 50% who prioritise their ties with sales.
Teams in turmoil: Marketers on the ups and downs of restructures
Matthew ValentineWith the level of marketing team restructures at a three-year high, can revamps be seen as a positive form of redeployment rather than a cover for redundancies?
Demand up for AI and growth skills in marketing, study finds
Molly InnesAI literacy, coupled with expertise in revenue, growth and B2B marketing strategy, are among the fastest growing skills for UK marketers, says LinkedIn.
McDonald’s replaces Starbucks as the ‘most valuable’ restaurant brand
Niamh CarrollMcDonald’s is the world’s most valuable restaurant brand, according to Brand Finance, as previous incumbent Starbucks suffers from “growing misalignment” with customers.
SunLife on putting ‘everyday confidence’ at the heart of its brand modernisation
Amrit VirdiThe financial services firm wants to “empower” its audience by rejecting the “formulaic” approach brands often adopt when speaking to over 50s.
Nurofen on ‘redefining’ its role as a category leader
Niamh CarrollNurofen has moved away from efficacy-focused product advertising in favour of emotional storytelling about women’s experiences around pain.
Have your say on The Language of Effectiveness 2025
Marketing Week ReportersAnswer our survey to help set the agenda on marketing effectiveness, and earn a chance to win a £50 Amazon voucher.
Three rules to optimise advertising spend in 2025
Marketing Week PartnerWith hefty pressure on brands to justify every penny spent, how can they rethink advertising budgets to maximise payback?
Latest
Owning a category and making choices: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From GDK’s mission to own the doner kebab category to the importance of brand in charities, it’s been a busy week. Here is my take.
How marketers are working through a ‘challenging time’ in the UK car market
Jasper BaumannMarketers are facing a car market in its fifth consecutive month of decline and while electric vehicle uptake continues to grow, it is still falling short of the 28% mandate set by the government for 2025.
Consumer confidence far from a picture of ‘robust health’ despite small rise
Josh StephensonDespite a slight increase in sentiment regarding the general economic situation, GfK’s Consumer Confidence Barometer shows negligible improvement.
Confidence in longevity of CMO role up from 2020, study finds
Molly InnesJust 10% of global marketers believe the CMO role won’t exist in a decade, down on 19% five years ago, according to WFA data.
Nearly half of UK ‘concerned’ about women’s portrayal in ads
Grace GollaschOver half of women are concerned about the idealised body images of women in ads, versus 33% of men, according to new research from the ASA.
The Week in Tech: Samsung in ‘do or die’ situation and Google’s record acquisition
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘Provocative and fun’: Renault on EVs, education and defining its brand
Jasper BaumannUK marketing director David Isherwood discusses brand pillars, the “vibrancy” of experiential and educating customers about the benefits of electric vehicles.
Has Monzo’s brand marketing push paid off?
Grace GollaschHas Monzo’s increased marketing investment and focus on brand been enough to achieve its objectives of growing awareness and consideration?
‘Apply your own oxygen mask first’: Why marketing bosses should address their skills gaps
Michaela JeffersonRather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Data, financial literacy, AI: The skills that matter to B2B marketers in 2024
Michaela JeffersonData and analytics skills gaps might be worrying B2B marketers, but are they underestimating the importance of critical thinking, financial fluency and empathy?
‘On the backburner’: Marketing leaders on tackling the upskilling imperative
Josh StephensonNearly half of marketers haven’t been offered the opportunity to upskill, compounding an existing skills problem and piling increasing pressure on teams.
Gaining customer insight ‘most critical’ skill for B2B marketers
Charlotte RogersMarketing Week’s new and exclusive State of B2B Marketing research reveals customer insight is the most critical quality B2B marketers can possess, with empathy languishing at the bottom.
Opinion
How to fly out of the Bermuda triangle of marketing measurement
Grace KiteEconometrics, experimentation and attribution have been described as the ‘golden trinity’ of measuring effectiveness but there is a far better framework that brands should consider.
For Elon Musk’s Tesla, there is such a thing as bad publicity
Mark RitsonTesla’s woes are a rare example of bad press that does harm the brand, because its CEO’s public profile is so opposed to its environmentalist image.
Choose your metaphors with care – they are more powerful than you think
Richard ShottonThink carefully about the words you use in advertising copy as they could have an impact on the customer that you didn’t expect.
The summer of sport - Euros 2024
Creative campaigns and exclusive insights from across the agency landscape.
Marketing Effectiveness
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Missing a trick? Why creative effectiveness is as important in B2B as B2C
Michaela JeffersonB2B marketing is hitting its creative stride, but when it comes to nailing the effectiveness agenda brands need to pick up the pace or risk being left behind.
Who owns effectiveness culture: brands or agencies?
Andrew GeogheganBrands shouldn’t leave it to their agencies to prove marketing’s impact, but working closely with them creates a virtuous circle of learning and improvement.
‘Alarming signs’: Why are marketers ignoring ROI?
Charlotte RogersWhat are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
Marketing Leadership
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‘Soft power’: How marketers can exert influence over the 4Ps
Niamh CarrollMarketers looking to exert more influence over the full marketing mix may be better trying to use “soft power”, rather than simply looking to seize control.
It’s normal to feel doubt in your marketing strategy – but hold the course
Secret MarketerMetrics don’t always show us what we want to see – but don’t throw away years of work on a whim. Sometimes it is important to remind yourself of why you implemented your strategy in the first place.
‘Don’t hire in the mould of yourself’: Marketing leaders on balancing skills and personalities when building teams
Molly InnesAll good CMOs want to build strong, high performing teams. However, it’s easier said than done, whether avoiding hiring in your image, mapping out personality types or asking candidates to take a psychometric test, there’s no silver bullet for creating the perfect team.
Pricing Strategy
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P&G on how it achieves ‘fundamental’ mission of growing its brands’ categories
Niamh CarrollWith many category-leading brands like Fairy, Ariel and Pampers in its portfolio, growing categories is vital for Procter & Gamble. The company combines consumer insight, innovation, advertising and distribution to grow its highly penetrated brands and their respective markets.
How can brands drive growth in 2025?
Niamh CarrollWith 2025 unlikely to bring cheer in terms of macroeconomic growth as brands face up a lacklustre era dubbed the “new normal”, what can marketers do to drive growth in this environment?
Why It Works: How Oasis definitely (maybe) applied behavioural science to ticket sales
Richard ShottonIf you managed to buy a ticket for the Oasis reunion shows, the chances are a powerful behavioural science bias was influencing your decision.
Partnership Content
A hiring blueprint for brands in 2025: How to stand out as an employer
Marketing Week PartnerMarketing organisations need to build a compelling offer around benefits and the employee experience, if they are to solve ongoing hiring challenges and convince candidates to look beyond salary.
Why AI could be the best thing to happen to marketing
Alison LindlandAI has moved far beyond being a novelty, becoming the catalyst for a creative renaissance in marketing.
The risk of overconfidence in distinctive brand assets
Lindsay RapacchiDistinctive brand assets are a powerful weapon, but assuming everyone knows your assets as well as you do might be impacting your ad effectiveness.