‘Entertain, educate, equip’: Meet the brands unexpectedly flourishing on TikTok
Amrit VirdiFrom pensions to the property market, TikTok is fast becoming the social platform of choice for a host of brands – some of which you may not expect.
A ‘beacon’ for beans: How one brand is making space for a category that ‘doesn’t exist’
Niamh CarrollBold Bean Co is on a mission to make beans “desirable” for consumers, turning the category from something that has been overlooked and commoditised to a valued part of consumers’ diets.
ICO to review top 1,000 websites in the UK for cookie compliance
Josh StephensonThe Information Commissioner’s Office has laid out its 2025 objectives as it looks to promote responsible data use.
‘We’re not losing customers’: Primark affirms ‘belief’ in digital amid UK sales slip
Amrit VirdiOwner Associated British Foods “remains confident in the Primark proposition” despite falling sales.
P&G: Innovation ‘sits at the heart’ of business growth
Niamh CarrollInnovation is the “primary enabler” of pricing for the consumer goods giant and remains a crucial component of its business growth despite being flat in its most recent quarter.
The Marketing Week Podcast: Growth in 2025, TikTok fallout and RTO mayhem
Marketing Week ReportersThe Marketing Week Podcast is back for 2025 and we’re starting with a look at some of this week’s biggest marketing stories.
Clear briefs help marketers confront the chaos of advertising
Helen EdwardsCreating a great campaign is by nature a ‘poorly defined problem’, so brands must bring clarity to the agency relationship, not just wait for magic to happen.
UK fashion label Adanola on its plans for US domination
Amrit VirdiAfter recruiting Kendall Jenner for its latest campaign, Adanola believes a mix of virality, social-first thinking and ditching discounts will help the brand scale.
Why AI could be the best thing to happen to marketing
Alison LindlandAI has moved far beyond being a novelty, becoming the catalyst for a creative renaissance in marketing.
The UK’s most memorable ad slogans revealed
Grace GollaschNew research from the ASA and YouGov reveals the UK’s most memorable ad slogans, with marketers from four of the brands in the top 10 sharing why they believe their straplines have been so enduring.
‘Dark days ahead’: Plummeting consumer confidence brings fresh challenges for marketers
Niamh CarrollAll five measures making up GfK’s Consumer Confidence Index have declined in January, putting the overall score at its lowest since the end of 2023.
Trust in advertising increases, driven by young people
Grace GollaschResearch from the Advertising Association finds trust in advertising continues to grow, driven by TV and cinema.
The Week in Tech: TikTok cosies up to Trump and all change at the CMA
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Netflix adds 19 million new subscribers amid ‘healthy’ ad tier engagement
Grace GollaschNetflix has achieved its biggest ever bump in subscribers despite consistent price hikes and the introduction of ad-tiers.
‘Timeless and timely’: BBC Studios on the recipe for driving ‘good growth’
Charlotte RogersThe global success of mega brands like Bluey and Doctor Who is fuelled by the duality between cultural and commercial impact, says marketing boss Shelley Macintyre.
Premier Foods: ‘Genuinely superior’ products are driving growth
Niamh CarrollThe Bisto and Mr Kipling owner saw more consumers buying into its premium ranges this Christmas, something its CEO attributes to the demand the company is creating for its “genuinely superior” brands.
‘Breaking that tonal sameness’: Thortful on driving distinctiveness in a crowded market
Josh StephensonThe online greetings card company is hoping to build its brand awareness through a bold new look and the introduction of its own brand characters.
‘Apply your own oxygen mask first’: Why marketing bosses should address their skills gaps
Michaela JeffersonRather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Data, financial literacy, AI: The skills that matter to B2B marketers in 2024
Michaela JeffersonData and analytics skills gaps might be worrying B2B marketers, but are they underestimating the importance of critical thinking, financial fluency and empathy?
‘On the backburner’: Marketing leaders on tackling the upskilling imperative
Josh StephensonNearly half of marketers haven’t been offered the opportunity to upskill, compounding an existing skills problem and piling increasing pressure on teams.
Gaining customer insight ‘most critical’ skill for B2B marketers
Charlotte RogersMarketing Week’s new and exclusive State of B2B Marketing research reveals customer insight is the most critical quality B2B marketers can possess, with empathy languishing at the bottom.
The future of marketing is inclusive, not because it’s current, but because it’s necessary
Helen JamesDespite being the most depressing day of the year, there are four reasons to be cheerful about the future of inclusive marketing.
It’s time for brands to go beyond the platitudes of inclusion
Jane FrostBrands know they need to be more inclusive in their marketing – but so often stumble in application. Good, considered research can help change that.
Brands need to embrace both the worry and promise of technology to win over consumers
Jennifer BenderConsumers often have a mixed relationship with technology seeing it as both a friend and a threat. It is the job of marketers to help navigate these concerns.
The summer of sport - Euros 2024
Creative campaigns and exclusive insights from across the agency landscape.
‘We’ll never think we know everything’: Mars on building its effectiveness culture
Niamh CarrollMars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Only people can give the gift of effectiveness
Grace KiteHaving the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
Why it’s time to move beyond lead generation as a measure of effectiveness in B2B marketing
Niamh CarrollB2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
What can be done to solve marketing’s problem with work overload?
Josh StephensonSolving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Are we witnessing the end of the CMO? No, and stop asking
Mark RitsonMarketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
‘Credibility in the boardroom is critical’: CMOs on the future of marketing leadership
Molly InnesFive top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
How can brands drive growth in 2024?
Niamh CarrollHigh levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
McDonald’s: Loyalty scheme will enable ‘even smarter’ pricing
Niamh CarrollMaintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Welcome to IMGFUCK: Seven steps to kicking your price-promotion addiction
Mark RitsonEscaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
Why brands must move fast to keep pace with consumer AI adoption
Niel BornmanAI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
The red-flag signs it’s time to rethink your marketing technology
Marketing Week PartnerIf engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
How virtual production is changing the way ads are made
Marketing Week PartnerVirtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.