Pet care challenger Jollyes on its ‘unapologetic’ marketing mission
Amrit VirdiNew CMO Sean McGinty is keen to rev up the marketing “growth engine” to help the pet care retailer make the most of its “value specialist” positioning.
What the rise of AI influencers and digital twins means for marketers
Amrit VirdiWith consumers increasingly resonating with AI influencers and digital twins, what are the benefits and challenges marketers can expect from investing in the sector?
How are marketers preparing for the World Cup?
Molly InnesThe World Cup is just a few months away – but for brands looking to target the lucrative football audience there are many considerations in play.
‘Time to be heard’: Norwegian Cruise Line on ’embracing’ its history and disrupting a category
Grace GollaschNorwegian Cruise Line is reviving its 1990s tagline ‘It’s Different Out Here’ as part of a new global platform that uses humour and nostalgia to cut through category sameness and reposition the brand around freedom and flexibility rather than features.
‘Dehumanised’: How ‘out of date’ workplaces are harming mental health
Charlotte RogersFrom wellbeing policies ignoring maternal mental health to persistent stigma around menopause, poor workplace culture risks a marketing talent exodus.
‘Buyer beware’: Brands open up about the ‘skulduggery’ of proprietary media
Grace GollaschWhile some say transparency is improving, as proprietary media becomes more widespread, advertisers share experiences of what has been described as a “murky” practice that, in certain cases, has deteriorated client–agency relationships.
‘A sprawling ecosystem’: How have marketers’ tech stacks got so out of hand?
Josh StephensonFrom outdated systems to a lack of ownership, if marketers want to get the best out of their technology, they need to streamline what they have.
What an AI psychodrama taught me about marketing leadership
Cheryl CalverleyWhat should have been a simple task for AI Geoff revealed more about the fallibility of most leaders – the inability to admit something isn’t working and move on.
The Warehouse CMO’s pause on ad spend isn’t reckless, it’s marketing leadership
Thomas BartaThe New Zealand retailer’s decision to pause ad spend for eight weeks isn’t the cavalier move some say, but an A/B test all marketers should follow closely.
You don’t need a bespoke luxury-style branding strategy to succeed as a luxury brand
Jenni RomaniukLuxury marketing doesn’t need to create its own ‘laws of growth’ for brands to succeed; there are some law-like patterns that luxury categories share with others and understanding them will make luxury brand marketing stronger.
The phrase ‘marketing sourced revenue’ is a fiction that needs to be eradicated
David van SchaickThe concept is increasingly being used as a measure of success in B2B but it’s a backwards looking view of contribution that exacerbates the rift between sales and marketing and risks damaging marketing’s credibility.
Why BBH has succeeded at the risky endeavour of a rebrand
Johnny CorbettIn a world where everybody else has been bolting letters on, taking letters off, splurging together and splitting apart, BBH has struck a fantastically on-brand message that marketers can learn from.
Marketers, we’ve got resilience all wrong
Laura ChamberlainResilience isn’t about ‘bouncing back’ after every setback just to prove your worth. It’s building strong foundations that last a lifetime, not just the next crisis.
Marketers unknowingly kill great ideas through risk aversion, here’s how to stop it
Jo WallaceDespite evidence that creativity is the defining factor in ad effectiveness, risk aversion can kill creative ideas that could be genuinely transformative. Demand for instant wins isn’t going anywhere but that doesn’t mean there isn’t still a way to sell the big creative idea.
How Paddy Power brought ‘mischievous’ energy to the festive season
Marketing Week ReportersTapping into the joy and heartbreak of football fandom, Paddy Power’s Christmas ad debut drove record consideration and increased revenue.
‘Substance versus punditry’: ServiceNow on navigating the ‘social ecosystem’
Emily ManockDescribing LinkedIn as a “holistic marketing engine”, the B2B SaaS firm’s focus on social has paid off in lead generation and brand awareness.
How Jaffa Cakes’ ‘renegade’ energy sparked a national debate
Marketing Week ReportersAiming to reverse the decline of its famous snack brand, McVitie’s grabbed attention with tongue-in-cheek out-of-home placements.
How Bupa’s marketing ‘reset’ drove a revenue boost
Marketing Week ReportersBased on an ethos of “energy, expertise and empathy”, Bupa Global’s marketing team went from service function to strategic leaders in the space of three years.
‘Virality isn’t always good’: One luxury resale platform on cracking the UK
Emily ManockHaving bought the now-shuttered Luxe Collective, Fashionphile is using social media, community building and IRL experiences to expand in the UK.
‘Core human emotion’: How Volkswagen used fan stories to drive consideration
Emily ManockThe car marque’s ‘YourWagen’ brand platform has enabled VW to better connect with audiences, and been recognised by Kantar as one of the most creatively effective campaigns of the year.
How Vitality smashed sales targets with a fresh take on life insurance
Marketing Week ReportersVitality subverted category expectations and beat sales targets with a proactive proposition focused on living a better life.