An effectiveness case for designing distinctive online shopping experiences
Dave JonesEcommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.
CPG innovation down 20% across Europe, study finds
Emily ManockDespite falling sales, the UK remains one of the leaders of innovation in consumer packaged goods across Europe.
How Boots took its healthcare marketing on a ‘transformative journey’
Amrit VirdiBoots’ new behaviour change campaign is aimed at getting consumers to see the retailer as the first port of call for their healthcare needs.
‘Front door message’: Monzo on why loyalty is the ‘crux’ of its brand strategy
Amrit VirdiIn a bid to meet customers across different life stages, Monzo is relying on its tiered accounts to offer users the “instant gratification” they crave.
M&S on why its ‘vast’ social media structure drives virality
Amrit VirdiIn her new role as marketing director for fashion, home and beauty, Sharry Cramond is betting big on social, virality, ambassadors and ad-funded TV to reach new audiences.
Advertising’s impact and Topshop’s return: 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 American Eagle’s ad-fuelled sales boost to Topshop’s high street return, it’s been a busy week. Here is my take.
Why It Works: A trip to Flat Iron reveals how it sells so much steak
Richard ShottonFrom cute cleavers to free popcorn, there are plenty of behavioural science techniques on display if you enjoy a meal out at Flat Iron.
Leaning on meaning could undermine your distinctive assets
Jenni RomaniukIn her first column for Marketing Week, Ehrenberg-Bass’s Jenni Romaniuk, illustrates the impact of trying to integrate ‘meaning’ into the four stages of distinctive asset creation.
Shopping lists show us why brand matters more than ever in the AI age
Elliott MillardIn a world rushing toward bot-to-bot commerce, shopping lists illustrate why human connection remains the ultimate differentiator.
Every marketer must recognise they have moral choices to make
Helen EdwardsThe ban on advertising ‘less healthy foods’ highlights marketers’ dilemma: prioritise profit within the limits of the law, or focus on solving societal issues.
How marketers can align their messy reality with finance’s demands for certainty
Jonathan KnowlesFinance’s demands for predictability are at odds with the probabilistic nature of marketing.
Creative people will be at the heart of marketing’s AI revolution
Tom RoachTom Roach explores the implications of the GenAI revolution on creativity, and takes an optimistic view that this advertising revolution will be a more creative one than the last.
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.
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.
How B2B travel brand Travelport reached 2.76 billion eyeballs
Marketing Week ReportersTravelport’s content around its world record attempt to visit the Seven Wonders of the World in seven days via public transport notched up 5.7 million YouTube views.
How Ovo Energy recruited 37,000 households in two months
Marketing Week ReportersOvo’s programmatic DOOH campaign tapping into National Grid data informed customers in real time how to access greener, cheaper energy.
How a reboot took the BBC’s marketers from ‘servants’ to strategic partners
Marketing Week ReportersThe BBC’s three-year marketing reboot spanned everything from creative risk-taking to wholesale cultural change, helping the team regain their mojo.
Bumble on how embedding AI into its qualitative research process boosted engagement
Josh StephensonBumble’s insights team found itself on the fringes of the big conversations – until it started using an AI tool to help it deliver some work quicker.
How Colgate-Palmolive better aligned retail media with brand
Grace GollaschColgate-Palmolive has been taking a “full funnel mindset” approach to retail media by restructuring its marketing teams and allocating seperate budgets despite being on a “relatively new” journey.
How Vue worked with insights to overcome feeling ‘conscious’ about expanding into gaming
Josh StephensonVue brought its senior leadership into the process early and leaned on the expertise of colleagues to launch its gaming proposition.
How LNER used AI to segment its audience and deliver more ‘precise’ campaigns
Grace GollaschTo address its “frequency challenge” LNER built a machine learning model to define “high-propensity” customers to target with email campaigns, resulting in higher conversion and less waste.