‘Creators are their own brand’: Oatly on using influencers as ‘creative directors’
Amrit VirdiWith a third of its social media now creator content, Oatly is using influencers to tap into local markets and develop the brand’s global presence.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Mercedes-Benz CMO on luxury brands earning their ‘intangible premium’
Niamh CarrollMaintaining Mercedes-Benz’s premium price positioning is a crucial part of building the brand for the future, as well as selling cars today, says its US CMO.
‘Service ecosystems’: A vision of the future for customer experience
Marketing Week ReportersMarking our second of five sector lists in the CX50 2025, Marketing Week looks at how public-sector organisations use technology such as AI to connect valuable information sources and offer user-centred experiences.
‘Profound implications for the industry’: Mastercard’s CMO on marketing’s agentic AI future
Josh StephensonRaja Rajamannar shares why brand building will still matter in an agentic AI future – but discusses whether the industry is ready for it.
Starling Bank’s first CMO on tapping into popular culture to become ‘people’s favourite bank’
Amrit VirdiMichele Rousseau, Starling Bank’s first CMO, has been tasked with driving its “next phase” of growth, while also expanding its marketing team with four new roles.
‘Experts in their field’: Netflix on embracing a culture of ‘context not control’
Molly InnesForget hierarchical sign-offs from HQ, CMO Marian Lee explains Netflix’s local marketing teams are “empowered” to make decisions on the ground.
Under 40% of marketers always measure ROI
Charlotte RogersMeasuring return on investment may not always be a priority for marketers, but it remains the most important success metric for the CEO and CFO.
Why do only a third of marketers have influence over pricing?
Niamh CarrollWith most marketers reporting their function doesn’t have influence over pricing, the profession risks doing itself a disservice by being out of the loop.
The Week in Tech: A paid search upheaval and LinkedIn’s AI flop
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
How top CX brands balance tech with the human touch
Marketing Week ReportersMarketing Week launches the first of five sector lists in this year’s CX50 – our rundown of the UK’s top customer experience professionals – with a look at how AI enhances human interactions at manufacturing, logistics, energy and utilities companies.
‘Impossible to move away from’: Why Carlsberg’s CMO is doubling down on ‘Probably the best’
Niamh CarrollUnder the leadership of new CMO Yves Briantais, Carlsberg will be doubling down on its well-known brand line and introducing a new purpose – “to help more people access more of the best”.
How sweets giant Swizzels balances heritage with innovation to stay relevant
Amrit VirdiSwizzels is leaning into inter-generational memories, social media and influencers as it evolves to reach a new generation of sweets lovers.
Customer understanding and age stereotypes: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Kraft Heinz’s Todd Kaplan underlining the importance of knowing your customer to older people being negatively stereotyped in ads, it’s been a busy week. Here is my take.
Can my niece design a better poster than your creative agency?
Lindsay RapacchiDesigning a decent poster can be child’s play if you follow two basic principles.
‘Not just transactional’: Dove on the value of treating influencers as ‘strategic partners’
Amrit VirdiHaving generated organic engagement of 1 billion for its first end-to-end influencer campaign, Dove is calling on creators to embody its ‘Real Beauty’ ethos.