Asos is investing £30m in brand building as it eyes a move away from ‘seductive’ performance marketing
Molly InnesThe online retailer wants to be profitable by the end of its 2025 financial year, as it looks to ‘re-invent’ its marketing efforts.
M&S tells customers to take it easy and ‘Love Thismas, not Thatmas’ for Christmas
Chris SutcliffeThe clothing and home campaign for M&S features a number of celebrities including Hannah Waddingham encouraging the public to embrace only the things they love about the festive season.
‘Pretty shocking’: What’s happening with junior marketer salaries?
Molly InnesSalaries at the junior end of the spectrum have increased, suggest marketing recruiters, however 2023’s uncertain job market, off the back of a strong 2022, has caused big problems for job-seeking marketers.
1 Comment
Badly designed surveys don’t promote sustainability, they harm it
Mark RitsonBrands love reported data that shows people care about sustainable consumption, but these spurious findings just hold back real behaviour change.
Burger King subverts Christmas traditions: The Marketing Week Christmas blog 2023
Marketing Week ReportersWelcome to the Marketing Week Christmas blog where you’ll find all the latest festive advertising news in one place.
Nationwide achieves ‘exceptional’ short-term brand uplift score for relaunch ad
Chris SutcliffeNationwide’s ad unveiling its rebrand scores within the top 10 percent of consumer banking ads, according to data from effectiveness firm System1.
Launching Gen Z cult brands to new markets – how to get it right
Tom StoneWhen launching established, cult brands in new markets, the importance of cultural insights and behavioural nuances – especially on social – has never been more important.
Marketoonist on fear of AI
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
How Gousto is looking to change perceptions around price
Chris SutcliffeGousto is focusing communication on the “relative value” it offers as it competes with not only others in the category but supermarkets at both ends of the spectrum.
Too often marketers forget their customers are people, not ‘targets’
Helen EdwardsBrands’ internal language dehumanises customers and lacks respect, which risks causing costly errors as with NatWest’s treatment of Nigel Farage.
McDonald’s CEO: ‘Innovating and reinventing’ brand even when successful is crucial
Niamh CarrollThe fast-food brand continues to step up its digital presence, using promotions like McDonald’s Monopoly to increase uptake.
Differentiation and representation: The strategy behind Gay Times’ US expansion
Chris SutcliffeGay Times celebrates its 40th anniversary next year. But with a push into the US and a holistic rebrand, how is it marketing itself to new consumers and brand partners?
Winner of the inaugural Talent Trailblazer Award revealed
Marketing Week ReportersVCCP scoops the top prize as four other worthy projects make the shortlist. The Talent Trailblazer Award, created in partnership with the Advertising Association, celebrates the organisations and individuals in the industry opening up opportunities to new talent.
Mastering FMCG: Crafting winning strategies with visual excellence
Chris SutcliffeCatching consumers’ attention is critical to FMCG brands, particularly for product launches, which makes high-impact visual design a prerequisite for success.
M&S on its clothing reinvention and embracing men’s ‘rational’ shopping decisions
Chris SutcliffeAs M&S launches its first dedicated menswear campaign in eight years, its marketing director Anna Braithwaite talks about why men are easier – and harder – to convert into customers.