‘Brainstorm tool’: B2B firm Typeform on seeing AI as a ‘sidekick’
Emily ManockNew marketing boss Malinda Sandman believes AI is at its best when used to accelerate brainstorming, refine briefs and enhance creative work.
Marketoonist on content marketing
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
‘Like a startup’: Inside the rise of travel media networks
Grace GollaschWith commerce media networks on the rise, Expedia, Uber, Trainline and Tripadvisor share how they’re developing their advertising businesses.
AI influencers, Euros sponsorship, ticket prices: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
‘A reappraisal moment’: Why Gousto is repositioning as a rival to traditional grocery
Molly InnesWith profitability restored and post-pandemic consumer habits settling, Gousto is repositioning itself as a direct rival to supermarkets with its ‘convenience without compromise’ messaging, explains chief customer officer Murray Lambell.
Hear from P&G, Coke and Specsavers at this year’s Festival of Marketing
Amrit VirdiIn addition to headliners Mary Portas OBE and Matthew Syed, delegates can expect to hear from marketing heavyweights from brands including Coca-Cola, Monzo, PwC and more at this year’s Festival.
Elf backlash and sustainable growth: 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 Elf’s use of controversial comedian Matt Rife in its latest campaign to Gousto’s shift to sustainable growth, it’s been a busy week. Here is my take.
YouTube usage outpaces social media rivals over past year, YouGov finds
Grace GollaschOver 40% of UK social media users are also using X less than a year ago, compared to just 15% who use it more, according to the study.
Guinness on taking its Premier League partnership ‘from association to meaning’
Niamh CarrollSince it kicked off its Premier League sponsorship, Guinness has become the number one beer for the football watching occasion in the on-trade, but its ambitions are much longer-term, as it looks to drive a deeper connection with the sport.
‘Awareness is the biggest challenge’: Brompton Bicycle on chasing ‘aggressive’ growth
Molly InnesMarketing boss Chris Willingham is honing the brand’s focus on community and looking to unite fans worldwide with a new long-term platform.
Fintech brand Sokin on the ‘credibility’ it gains from sports partnerships
Josh StephensonAs well as announcing a partnership with Manchester United, fintech brand Sokin has also launched a new brand campaign to build awareness and credibility.
Carlsberg commits to brand investment despite missing forecasts
Amrit VirdiAfter facing struggles in a “challenging environment”, Carlsberg remains committed to its marketing investment amid the “good performance” of Britvic.
Elf admits its use of domestic abuse comedian ‘missed the mark’ after brand backlash
Grace GollaschThe campaign featuring Matt Rife has been branded “rage bait”, with people calling Elf Cosmetics “tone deaf” for using the comedian.
‘A catalyst’: Revolut’s CMO on marketing’s role in a ‘product-led’ business
Molly InnesMarketing should never tell “the product team what to build, it should always be the other way around”, argues Revolut CMO Antoine Le Nel.
Where does market share fit in the long-term growth equation?
Niamh CarrollWhile marketing’s fixation on market share has been criticised as potentially “dangerous”, it remains a key commercial goal for many businesses.