Cause-led marketing could backfire on brands but it’s marketers who are responsible for pushing it too far
Helen EdwardsThe political activists targeting Gail’s have taken a leaf out of modern marketing’s book.
Fashion turnaround gives M&S confidence to open ‘curated’ clothing store
Matthew ValentineHaving boosted not only quality but – crucially – style perceptions, Marks & Spencer is to open a curated standalone clothing and beauty store in “test and learn” trial.
Marketoonist on thinking outside the box
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Hinge on IRL, zines and its ‘seismic strategic shift’ towards Gen Z
Grace GollaschHinge’s CMO discusses the latest iteration of its ‘Designed to be Deleted’ brand platform and the “seismic shift” the app underwent to focus on Gen Z.
Lanvin to ’emphasise’ marketing impact amid luxury market downturn
Hannah RashbassThe global fashion group plans to invest in marketing as luxury market downturn contributes to 20% revenue slip.
Summer discounting sees retail prices fall for first time in three years
Matthew ValentineRetailers opting for heavy discounts on summer fashion and household goods have driven the first fall in retail prices for almost three years, but inflationary pressures remain.
Exploiting different occasions and growing categories: 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 Guinness looking to attract the football crowd to the story behind Elf Beauty’s sustained growth, it’s been a busy week. Here is my take.
Growth, humour and digital brand building: 5 interesting stats from Language of Effectiveness 2024
Matthew ValentineFrom analysing growth prospects to digital delivering brand building, Marketing Week’s Language of Effectiveness data suggests differing attitudes between B2B and B2C firms.
Win over Gen Z: The promotional strategies that work
Derek MorrisonDerek Morrison, MD Retail Marketplace at UNiDAYS, explains how businesses can tap into Gen Z’s key shopping moments in the coming months.
‘It’s not enough to create the best product’: One health tech company on the importance of brand
Josh StephensonParalympic partner Ottobock hopes to raise awareness of both its brand and of the challenges facing the 1 billion disabled people in the world through its new campaign.
HelloFresh on its shift away from discounting to drive sustainable growth
Niamh CarrollDiscounting has been a big focus for communications in the recipe box category, but now HelloFresh is breaking away from the norm, and instead looking to establish more long-term relationships with customers.
Former marketing boss takes over as CEO of Nestlé
Hannah RashbassLaurent Freixe replaces Mark Schneider as Nestlé’s CEO as the company looks to drive growth amid a difficult consumer environment.
Peloton cuts marketing investment by 19% amid strategic shift and turnaround battle
Molly InnesPeloton is set to further reduce its marketing spend while steering away from heavy promotions, marking a strategic shift in response to ongoing financial challenges.
System 1 and System 2 aren’t in competition – they are equal partners
Tim HoskinsIn an excerpt from their book, Tim Hoskins and Brett Townsend explore the development of qual research and why it shouldn’t be a choice between System 1 and System 2.
‘Evolving in the right way’: Inside Sports Direct’s restructured marketing team and updated strategy
Molly InnesFrasers Group is not replacing the CMO role after Beckie Stanion left in February. Instead, Ger Wright, managing director for sport at Frasers Group, is now responsible for marketing alongside chief customer officer David Clark.