Brands still ‘prioritising’ customer acquisition over retention
Marketing Week ReportersNew customer acquisition is considered the third most important metric for gauging marketing effectiveness in 2024, behind ROI and delivering business outcomes.
Less is more and balanced thinking: 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 the shift within brands towards doing ‘fewer things with intensity’ to Diageo and P&G’s search for balance, it’s been a busy week. Here is my take.
Warner Hotels on its mission to go from ‘leading potential’ to leading brand
Niamh CarrollWarner Hotels’ first CMO wants to identify “a simple, sharp” way to talk about the brand and “pull that thread” through the whole experience.
‘Background to the foreground’: How the Co-op kickstarted socio-economic pay gap reporting
Charlotte RogersThe retailer believes respecting personal experiences is key to building the trust needed to get employees to share their data in the first place.
Often the best ideas come while relaxing on an inflatable watermelon
Johnny CorbettThree things to remember as you go on holiday this year, but most of all, how important it is to take a break from it all now and again.
Mass content vs ‘made by human’: Why marketers must address the ethics of AI
Ian BurrellAI: Beyond the Hype. From potential biases in algorithms to data privacy concerns and compromised IP, marketers should ignore the ethical implications of AI at their peril.
Find the ‘winning combination’: How brands are adjusting following Google’s cookie U-turn
Grace GollaschWhen Google announced its rethink on ditching third-party cookies last week emotions across the industry were mixed, but for brands including Boots, Pearson and Symprove objectives are much the same.
AB InBev praises ‘consistent’ marketing investment for growing revenues
Molly InnesConsistent marketing investment is a “priority” for AB InBev as it focuses on investing for “the long-term” following the Bud Light backlash.
The Week in Tech: AA on AI, SearchGPT and in-game 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.
‘Fewer things with intensity’: Brands on embracing the fear of doing less
Niamh CarrollChoosing to spread investment as widely as possible can be a reassuring strategy, but doing ‘fewer things, better’ is often a more profitable way to achieve growth.
Bodyform on ‘amplifying’ its mission to expose the reality of periods
Ellen HammettBodyform’s marketing boss explains how the brand leveraged data to inform its latest campaign, which brings together the whole product portfolio for the first time.
Commercial radio continues to capture growing share of listeners
Grace GollaschUK radio listeners are switching to commercial radio as 40.5 million adults over the age of 15 tuned into a commercial network each week this quarter, up from 39.1 million a year ago.
Kraft Heinz looks to ‘unlock’ marketing efficiencies after sales slip
Ellen HammettThe company ramped up investment in marketing amid ongoing cautious consumer spending during the second quarter, which saw sales decline 3.6%.
‘Clamouring for change’: EDF on building a brand for all target audiences
Josh StephensonEDF hopes its new brand platform will inspire customers to follow its journey to net zero – despite the “anger” many still feel towards the wider energy sector.
Adidas ups marketing spend by 15% amid ‘brand momentum’ revival
Molly InnesAfter committing to “over invest” in marketing last quarter, Adidas has kept to its word with increased activity fuelling a quicker than expected turnaround.