Mary Portas and Matthew Syed to headline Marketing Week’s Festival of Marketing
Amrit VirdiThe agenda is now live for this year’s Festival in October, where delegates can enjoy business leaders, global CMOs and effectiveness experts.
Moaning marketers and creating dialogue: 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 CRUK’s top marketer urging CMOs to “stop moaning and crack on” to the need for better brand measurement in the boardroom, it’s been a busy week. Here is my take.
‘We want absolute transparency’: Brands weigh in on intermediary commercial models
Grace GollaschAs ISBA releases new guidance on intermediary fee structures, marketers are being urged to ask more questions about the commercial relationships shaping agency selection.
Could the ‘vocabulary of brand’ be making measurement harder?
Charlotte RogersIs the debate around short versus long so “polarised” marketers don’t feel like they can meet the “impossible standard” needed to measure brand impact?
‘Rowing in the same direction’: Mars Food on uniting the organisation behind growth
Niamh CarrollHaving marketing and sales singing off the same hymn sheet is crucial to drive sustainable growth, says Mars Food and Nutrition CMO Matthew Graham.
Airbnb shifts ad focus ‘from TV to social’ as marketing investment grows 19%
Molly InnesPerformance marketing is the “surgical topper” to Airbnb’s brand marketing, says CFO Ellie Mertz as the business posts strong Q2 results.
‘Sweating the information harder’: How AI is making its mark on market research
Megan TatumFrom “pressure-testing” ideas to democratising insights, brands are balancing the benefits of using AI within market research with the need for human nuance.
Finance has three main dialects, not one uniform language
Jonathan KnowlesFor marketers wanting to build a productive relationship with finance, “speaking their language” is often a priority, but finance is not one homogenous group and treating the function as such risks missing the mark.
‘Own it’: Henkel’s Nikki Vadera on why working mums are a ‘competitive advantage’
Charlotte RogersHaving parents on your team is a boon for any business, says Vadera, who urges working mums to be “unapologetically” themselves.
Disney pledges to meet audiences ‘where they are’ as it unifies services
Grace GollaschDisney confirmed it will fully integrate Hulu into Disney+ by 2026, replacing the Star brand in international markets with the Hulu brand.
McDonald’s: Excellence in marketing, menu and value needed to win
Niamh CarrollMcDonald’s must drive excellence across menu, marketing and value if it is to win in today’s “challenging” environment, says CEO Chris Kempczinski.
‘Storytelling potential’: Argos on using influencers to dial up ‘desirability’
Amrit VirdiFollowing a challenging couple of years, Argos is reaping the rewards of investing in its “most ambitious creator-led social media campaign” to date.
The Week in Tech: Reddit’s bid to become a search player and Google jabs at Apple
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
BrewDog ad banned for implying alcohol can ‘alleviate boredom and loneliness’
Molly InnesThe brewer claims the banned outdoor ad did not imply the Wingman beer had any “therapeutic or mood-altering effects”.
KFC parent company: AI is driving ‘marketing revolution, not just evolution’
Niamh CarrollAI communications are driving “up to five times incrementality”, says Yum! Brands, which owns Pizza Hut, KFC and Taco Bell.