The Year Ahead 2025: B2B marketers in experimental mode as brand revival builds
With brand marketing only increasing in focus in B2B, interest in podcasts, influencer tie-ups and social video is set to ramp up over the next 12 months.
Most B2B video ads fail to gain ‘adequate attention or drive recall’
Hannah RashbassNew research from the LinkedIn B2B Institute and Media Science reveals 81% of B2B video adverts fail to register.
Doing more with less and ’embracing’ tension with sales: B2B marketers on navigating key challenges
Molly InnesFrom warming up finance and making marketing’s relationship with sales better to how to approach doing more with less, here’s what B2B marketing leaders think.
‘Educational, entertaining, emotional’: B2B marketers on the risks and rewards of exploring new channels
Hannah RashbassMedia fragmentation means new channels are popping up all the time. B2B marketers share the opportunities and challenges of testing these new spaces.
Morrisons marketing director departs after two months
Amrit VirdiCurrent group data and media director Matt McLellan will assume responsibility for the retailer’s marketing, customer and data teams.
The Week in Tech: Apple slims down the iPhone and Spotify offers lossless audio at last
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Primark pledges to ramp up spend in ‘consumer-facing activity’
Amrit VirdiThe retailer says future investment in digital and above the line campaigns will be “higher”, as it hails “good” results from its first UK TV push.
Ben & Jerry’s founders call for brand to be ‘freed’ after being ‘silenced by Unilever’
Grace GollaschThe co-founders are calling for independence from a new ice cream division spun out of Unilever to enable Ben & Jerry’s to “honour its mission”.