澳洲的幸运5开奖、实时开奖数据同步 5分钟一期稳定更新 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.
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.
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?
Unilever CEO claims era of ‘corporate big brand’ ads is over
Niamh CarrollThe time for ‘lazy marketing’ – where a couple of ads a year would suffice – is over, to be replaced by an “army” of influencers, says CEO Fernando Fernandez.
‘Dehumanised’: How ‘out of date’ workplaces are harming mental health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.
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.
‘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.
‘More impact, less waste’: Coca-Cola CFO praises impact of marketing ‘transformation’
Niamh CarrollCoca-Cola has ‘reinvented’ the way it does marketing to be fit for the modern world, while delivering on effectiveness and efficiency, its CFO claims.
What Gen Z search behaviour reveals about the future of intent
Katie MannYounger generations are rewriting the rules of Search for everyone. Discover what Gen Z search behaviour reveals about how intent is forming, and why AI is becoming essential to interpreting it.
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.
‘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.
‘Real, raw, risky’: MotoGP’s top marketer on building a brand with ‘cultural relevance’
Emily ManockMotoGP is on a mission to establish the motorsport as a “rock and roll” brand as it looks to ingrain itself into sports culture and appeal to a wider audience.
ISBA launches guidance on how brands can approach proprietary media
Grace GollaschThe guidance aims to address how brands can approach transparency, governance and effectiveness when using proprietary media – the process of media agencies purchasing media inventory and reselling it to clients at a higher rate.
‘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.
How the culture of B2B marketing is impacting working mums
Emily ManockThree female marketing leaders discuss the impact of having children in the B2B space.
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.
Marketoonist on transformation
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
‘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.
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.
Airbnb claims AI search drives higher conversion than Google
Grace GollaschAirbnb CEO Brian Chesky says AI chatbots are emerging as effective top-of-funnel channels, as the company doubles down on building its own “AI-native” experience.
Lloyds’ CMO on putting trust at the ‘heart’ of its narrative
Grace GollaschSuresh Balaji notes that AI advertising doesn’t matter if the user experience “falls flat”.
‘Want is different from need’: Are marketers drowning in their tech stack?
Josh StephensonAs part of a new series exploring the opportunities and challenges of martech, we look at how the explosion of tools has left many marketers confused about where to turn and what can be done about it.
Lloyds expects to generate £100m in value from AI this year
Amrit VirdiFollowing its ‘Project Turing’ in marketing, Lloyds is looking to scale AI across the business.
Why It Works: What can marketers learn from The Gruffalo?
Richard ShottonClever use of repetition and rhyme are just two of the lessons that the children’s favourite has to teach marketers.
Why It Works: Creme Eggs and why we want what we can’t have
Richard ShottonThe success of Cadbury’s Creme Eggs comes down to two powerful behavioural drivers: scarcity and habituation. Your brand could do the same.
Why It Works: How Elf Beauty uses behavioural science to power its growth
Richard ShottonThe online beauty retailer utilises multiple behavioural science tricks to boost its appeal to the consumer and get them to part with their cash.
Why It Works: How McDonald’s applies behavioural science to sell fries
Richard ShottonA visit to McDonald’s reveals multiple psychological drivers that encourage us to part with our cash.
The Marketing Week Podcast Special Episode: Retail’s sweet spot between AI, Search and data
Marketing Week ReportersGoogle MD Sophie Neary joins Marketing Week’s Russell Parsons, exploring how marketers can harness the latest consumer trends and technological evolutions – both to unlock opportunities and to face down growing competitive threats from online rivals, large and small.
Speed vs substance: Can marketers have both?
Marketing Week PartnerMarketers face mounting pressure to deliver insights faster than ever – but speed doesn’t have to come at the expense of quality. Discover how quick-turn surveys and DIY tools can help you get robust data, fast.
The three pillars of advertising’s new era
Matthew PhilipEffective ad targeting now requires brands to understand content, context and user intent – assumptions based on keywords and demographics are no longer enough.
Dear Joy, can digital deliver when it comes to brand advertising?
Marketing Week PartnerThe world’s first ursine advertising expert sinks her teeth into the Government’s ‘Less Healthy Food & Drink’ ad ban, and how to build brands in digital.
Are you focusing on the wrong channels? Find out with full-funnel attribution
Marketing Week PartnerWhen budgets are tight, marketers need to justify every penny of their spend. But without full-funnel attribution, spending decisions are often based on what’s easy to measure rather than what’s actually working.
Are your digital audiences real? How to validate and optimise campaigns
Jason DodgeLearn how to validate digital audiences and confirm whether you’re truly reaching the people you intend to target.