In-depth features, interviews and insights into marketing’s biggest issues.
Following a period where profit was the priority, Gousto is now focusing on “sustainable growth” by chasing “share of stomach” rather than market share.
At 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.
As ISBA releases new guidance on intermediary fee structures, marketers are being urged to ask more questions about the commercial relationships shaping agency selection.
Is the debate around short versus long so “polarised” marketers don’t feel like they can meet the “impossible standard” needed to measure brand impact?
Having marketing and sales singing off the same hymn sheet is crucial to drive sustainable growth, says Mars Food and Nutrition CMO Matthew Graham.
From “pressure-testing” ideas to democratising insights, brands are balancing the benefits of using AI within market research with the need for human nuance.
Having parents on your team is a boon for any business, says Vadera, who urges working mums to be “unapologetically” themselves.
Following a challenging couple of years, Argos is reaping the rewards of investing in its “most ambitious creator-led social media campaign” to date.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
B2B marketers have been slower to adopt behavioural science compared to their B2C counterparts – but the biases that factor into purchase decisions are too powerful to ignore.
Following the merger of its business and brand teams, Vodafone is putting podcasts at the heart of a social-first model aimed at engaging SMEs.
After announcing he will retire from Cancer Research UK next year, Philip Almond reflects on a marketing career spanning roles at Diageo, Burger King and the BBC.
Aligning with commercial is “more important than ever” says former Boots CMO Pete Markey, with marketers stuck between a rock and a hard place when it comes to measurement.
The cider brand is turning to Instagram to reach Gen Z and drive its new brand positioning, which favours brand personality over product pushing.
With Google’s AI Mode now live in the UK, experts suggest brands are “overwhelmingly underprepared”.