Why Allianz’s first repositioning in a decade is focused on ‘warmth’ not price
Amrit VirdiWith its ‘All the experts’ platform, Allianz wants to bring a sense of warmth to a “highly commoditised” UK insurance market dominated by low consumer trust.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Perception issues and boosting budgets: 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 why perceptions can’t replace real data to what drives marketing budgets, it’s been a busy week. Here is my take.
Slow decisions, broken processes: Lessons in navigating the marketing job hunt
Molly InnesFrom ghosting candidates to drawn out processes, is marketing recruitment “outdated” and what’s the role for artificial intelligence?
‘David vs Goliaths’: One B2B challenger on why its ‘Avant-Garde’ approach is paying off
Emily ManockEmbracing fun over fear, Dope Security explains how creating a cybersecurity video game helped drive a 765% spike in web traffic.
‘The platform the Red Roses deserved’: Inside O2’s biggest women’s rugby campaign yet
Molly InnesWith O2 now investing equally in men’s and women’s rugby, brand boss Rachel Swift outlines plans to elevate the game and its commercial impact.
The Week in Tech: TikTok’s content moderation and Google takes on Duolingo
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘Red thread’: Virgin on why ‘loyalty matters’ right up to the C-suite
Amrit VirdiFavouring an “interaction, reaction and social” approach, Virgin’s chief loyalty officer urges brands to see loyalty as so much more than “a sideshow”.
Is a focus on effectiveness delivering bigger marketing budgets?
Charlotte RogersAlmost a third of marketers say their budget rose by 0% to 10% over the past two years after ramping up their focus on effectiveness.
The Marketing Week Podcast: Is AI making recruitment worse for candidates?
Molly InnesIn the latest episode, we discuss marketing’s recruitment challenges and why recruiters and HR teams need to fix the basics and put the ‘human touch’ back into hiring.
Profitable growth and pricing power: 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 marketers looking to assert their authority over profitable growth to the benefits of pricing power, it’s been a busy week. Here is my take.
‘Jewel in the crown’: Brands on using loyalty as an ‘extra layer of differentiation’
Amrit VirdiAs shoppers become more attuned to pricing and perks, businesses are using loyalty schemes as “an extra layer of storytelling and differentiation”.
‘High empathy tasks’: Mars’ CMO on AI, commercial models and being future fit
Niamh CarrollFrom negotiating a changing media landscape to the impact of AI, Mars Food and Nutrition’s CMO is ensuring the brand can meet the challenges of the future.
Why marketing is key to delivering profitable growth
Niamh CarrollGrowth at all costs is not sustainable for any business, meaning marketing must learn to be an engine not just of growth – but profitable growth.
The Week in Tech: Apple holds firm on data privacy and VW’s subscription offer
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘We’re reading signals’: How Motorola is using data to be ‘more human’
Grace GollaschDespite enjoying high awareness in the UK, Motorola is on a mission to grow consideration among Gen Z through social media, partnerships and data strategies.