How Reckitt’s marketing academy is ‘raising the floor and the ceiling’
Charlotte RogersDiligence and resilience is needed when establishing an internal marketing academy, combined with an ability to “join the dots”, says Reckitt’s Becky Verano.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
‘Meaningful for anyone looking to stretch the budget’: Marketers on how AI is changing effectiveness
Josh StephensonWith nearly half of marketers using AI to drive marketing effectiveness, what are they doing, how is it working and how much further can it go?
Shifting categories and going green: 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 Andrex looking to shift from household to beauty to helping consumers make sustainable choices, it’s been a busy week. Here is my take.
How will marketers manage media spend in the second half of 2024?
Grace GollaschWith the first half of the year positive yet “bumpy” for marketers, the second half will see “cautious optimism” return when allocating budgets, experts say.
Changing the ‘mental model’: How brands are nudging consumers towards sustainability
Matthew ValentineIn the latest feature in our new series exploring marketing’s role in driving sustainability, we explore the psychology behind switching to sustainable brands.
‘We were feeling beige’: Suzuki on its plan to ‘outsmart’ the competition
Grace GollaschLooking to “outsmart” rather than outspend its rivals, Suzuki believes its ‘Good Different’ platform has given the car marque a “unique” identity.
The Week in Tech: Musk under fire, YouTube and programmatic advertising
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions
‘Engineered serendipity’: One marketer on the importance of early skills and relationships
Grace GollaschFrom Ebay’s internet boom to short stints at Asos and The Guardian, Cian Weeresinghe understands the value of trying new things and meeting new people.
Building trust and setting limitations: Marketing sustainability beyond product
Sophie TolhurstIn the latest feature in our new series exploring marketing’s role in driving sustainability, we explore the benefits of looking beyond product to the other 4Ps.
‘Not your normal sponsorship’: Who Gives A Crap on getting into sports sponsorship
Molly InnesThe purpose-led toilet roll brand is dipping into sports sponsorship with Lewes Football Club – the self-dubbed Equality FC – for a two-year sponsorship deal.
‘More beauty than bin liners’: Andrex on redesigning to reframe as a skincare brand
Niamh CarrollToilet roll category leader Andrex has unveiled its biggest redesign in more than a decade. The visual identity is designed to position the brand as being a skincare or personal care brand, thus driving value for the category.
‘Ready for de-growth’: Sustainable brands on thriving in a growth obsessed world
Matthew ValentineThe latest feature in our new series exploring marketing’s role in driving sustainability, we explore the reality of life as a sustainable business and the marketing challenge of “de-growth”.
Post-purpose and influencer ethics: 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 Patagonia affirming its commitment to purpose to the ethics of influencer marketing, it’s been a busy week. Here is my take.
Why It Works: How two meerkats made insurance memorable
Richard ShottonWhy It Works is a look at the behavioural science techniques that have inspired iconic marketing executions. First up, how Compare The Market created two fluent devices that created memorability in a low-interest category.
‘It’s forever work’: Patagonia on why it will never be ‘post-purpose’
Charlotte RogersDescribing the idea of a ‘post-purpose age’ as “baffling”, EMEA marketing boss Tyler LaMotte insists the company is “all in” on its mission to save the planet.