How will media spend shape up in the second half of 2025?
Grace GollaschDespite ongoing uncertainty, UK ad spend is climbing, with budgets in the second half of the year shifting towards social media, retail media and AI-driven search.
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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.
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Molly InnesFrom ghosting candidates to drawn out processes, is marketing recruitment “outdated” and what’s the role for artificial intelligence?
B2B marketers need to show how their runs are scored
Mimi TurnerThe ‘buyability’ model unifies brand and demand, and helps attribute revenue, with a strategy built around B2B buyers’ needs and how they make decisions.
Pernod Ricard CEO: We’re basing decisions on data, not perception
Niamh CarrollModeration among younger drinkers is often framed as an existential threat to spirits companies, but Pernod Ricard says it will look to data, not assumptions.
‘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 virtues of great leadership? Discretion and loyalty
Secret MarketerOur marketer on the inside reflects on what the thousands of posts, talks and articles on leadership don’t address about the key to success.
Abercrombie & Fitch CFO praises ‘battle-tested’ marketing playbook
Niamh CarrollThe finance chief insisted the fashion firm does not seek to drive customer traffic through price, instead relying on a “battle-tested playbook”.
Debenhams eyes PrettyLittleThing sale as turnaround continues
Emily ManockThe retailer has pledged to leave “no stone unturned” as its turnaround ramps up, including the sale of fast fashion label PrettyLittleThing.
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.
Stop selling creative disruption and start selling risk reduction
Jon LombardoMarketers, particularly in B2B brands, need to show CFOs that brand building is about limiting the business’s downside as much as generating upside.
‘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”.
Domino’s reprimanded for HFSS ad ‘likely to appeal to children’
Niamh CarrollThe paid-for ad appeared during a YouTube video about the Minecraft game, which was deemed to appeal to children.