‘You can’t be hands off the wheel’: Is brand safety a ‘shared issue’?
Grace GollaschWith concerns over brand safety on social media and in programmatic advertising re-emerging, are brands, platforms or third parties responsible?
With concerns over brand safety on social media and in programmatic advertising re-emerging, are brands, platforms or third parties responsible?
While some tension is normal, shared goals and data-driven strategies can bridge the gap between B2B sales and marketing teams.
Next is investing more in “new and developing channels” in the UK as it found these are delivering increasing effectiveness.
The retailer turns to its archive for inspiration for its largest marketing campaign to date, celebrating the return of the ‘Never Knowingly Undersold’ price pledge.
Brands in emerging categories often have to be disruptive in how they approach product, price and place to create value in unchartered territory.
Attention is key to understanding the effectiveness of media and creative, but we need a standardised definition and methods for measuring it.
A study by Visa, UEFA’s women’s football sponsor, has found 70% of fans believe brands help boost the visibility of women’s football, and 67% say brands are essential to its development.
From making the CFO your “first customer” to exploring cross-functional tension, marketers should put energy into nurturing relationships with the CEO and beyond.
Elevating customer experience, facilitating ‘win-win’ brand partnerships and reconnecting with ‘lost’ customers; there’s much more to affiliate marketing than you realised.
Consumer confidence in the economy and personal financial situations has fallen for the first time in six months, according to GfK’s September Consumer Confidence Index.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Carex and Original Source owner PZ Cussons identifies strengthening its brand building capabilities as a strategic priority for 2025, as it chases profitable growth.
Misaligned priorities and misconceptions about the role of marketing are fuelling the tension, according to Marketing Week’s exclusive new research.
Every marketer faces personal and professional challenges. It’s important to focus on your wellbeing, so you maintain the strength to bounce back.
Marketing directors Thiago Rapp and Alessandra de Dreuille discuss the company’s “ambitious” reset, taking inspiration from Nike and the beauty of owning the P&L.
In the first of a new series looking at how brands are addressing category challenges to grow, marketers discuss how to drive awareness, not only of a new brand but an entirely new category.
The CIM’s annual marketing competition offers fresh talent a chance to gain new skills and build their confidence, providing a “glimpse” into their future career.
When used correctly ROI remains an invaluable tool for any marketer looking to prove effectiveness and, despite a fall in its use, it cannot be ignored.
Too great a focus on return on ad spend (ROAS) is leading to short-term thinking and under-investment, which in turn is stifling growth, and it has the potential to be far more damaging than ROI.
What are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
Despite a drop in its perceived importance, ROI is still the metric most marketers believe their company is judging them on.
Ogilvy UK’s Dan Bennett shares his next three secrets to help you think more like a behavioural scientist and get results from the customer.
Brand marketing drives sales but performance doesn’t build brand. Most marketers should separate the two, or they’ll risk under-investing in long-term growth.
Marketers shouldn’t leave creativity to their agencies, but use customer insight and business objectives to create a long-term vision with clear direction.
Creative campaigns and exclusive insights from across the agency landscape.
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.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
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.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.