Don’t confuse brand building for a measure of ROI
JP CastlinMarketers who see brand building as an end in itself are mistaking the work they do for the results it delivers.
Diageo CEO outlines ‘opportunity to get much more for less’ from its advertising spend
Niamh CarrollThe GB marketing team has already halved the money it spends on developing its creative and has cut the number of agencies it works with by 30%.
‘Orchestration not automation’: B2B marketing leaders warn against being sucked in by AI hype
Emily ManockThree senior ABM specialists discuss the need for considered AI adoption in B2B.
Former John Lewis marketing boss to join Boots UK
Grace GollaschCharlotte Lock steps into the role of senior vice-president, customer and marketing at Boots UK, following the departure of former UK CMO Pete Markey in June.
Sainsbury’s pushes ‘personalised value’ as sales see steady rise
Amrit VirdiAs it approaches the golden quarter, Sainsbury’s is building on the value and price perception work it has done throughout the year to bolster strong sales gains.
McDonald’s: We are focusing on what we can control in turbulent times
Niamh CarrollAmid a challenging consumer backdrop, McDonald’s is focusing on what it can control – driving value, menu innovation and excellence in marketing execution.
‘Supercharging growth’: Fintech Moneybox on striving to be in ‘lockstep’ with customers
Amrit VirdiAs Moneybox celebrates its 10th anniversary, founding marketer Charlotte Oates wants to make the wealth management brand a “household name”.
Netflix hits 190 million monthly ad viewers according to new metric
Grace GollaschNetflix has introduced a monthly active viewers metric accounting for co-viewing, as the streamer seeks a comprehensive measure of its global ad audience.
TV ‘most effective’ channel for sustaining purchase intent
Grace GollaschAcross an eight-week period, purchase intent among those exposed to TV ads fell 14% on average versus 26% for social media, according to Thinkbox data.
The Week in Tech: Coca-Cola’s AI Christmas ad returns and Amazon ‘bullies’ AI startup
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
M&S ‘regaining momentum’ as profits more than halve
Amrit VirdiMarks & Spencer says the business is on the road to recovery following its £300m cyberattack, with plans for a loyalty refresh in the works.
‘Maniacal about measurement’: AIA’s global CMO on its long-term partnership with Tottenham Hotspur
Molly InnesAs AIA prepares to shift from Spur’s front-of-shirt sponsor to training kit partner, global CMO Stuart Spencer explains how its 13-year partnership is helping redefine the insurer’s brand.
Primark to shift focus from fashion to price to help people ‘rediscover’ its ‘value disruptor edge’
Amrit VirdiAs Primark switches its focus from fashion to value, owner Associated British Foods shares its intention to split Primark out into a separate business.
Dear Joy, how do I keep optimistic as another year fades away?
Marketing Week PartnerIf the growing demands of the job are wearing you out as a marketer, IAB UK’s agony aunt says it’s time to make sure you’ve got your priorities in order.
‘Brand gravity’: B2B marketers on shifting lead gen from ‘conversion to influence’
Ellen HammettAs lead generation shifts from a numbers games to something more nuanced, marketers explain why it’s important to think about “more than pipeline”.
ITV in talks with Sky to sell broadcast arm
Niamh CarrollThe deal would see ITV sell its terrestrial channels and streaming business to Comcast, bringing together two of the UK’s biggest TV advertising platforms.
Aldi reveals Kevin the Carrot’s chaotic stag do: The Marketing Week Christmas blog 2025
Marketing Week ReportersWelcome to Marketing Week’s Christmas Blog, a place to find all the latest festive advertising news in one place.
The route to ‘demand-led growth’: Virgin Money’s story
Marketing Week PartnerVirgin Money’s Will Morris and mFuse’s Marcus Reynolds explain how the bank made the business case for agile budgeting in Search, which led to consecutive record months for conversions.
How to engineer fame in an AI era – and why you need to start now
Andrew HollandBrands who understand the value of generating fame – even in low interest categories – will be in a stronger position to thrive in an AI-dominated search world.
KFC UK highlighted for ‘really incredible results’ by parent company
Niamh CarrollKFC parent company Yum! Brands highlighted the UK market as having driven particularly strong results, as it invests in initiatives like ‘Believe in Chicken’.
John Lewis spotlights ‘unspoken emotions’ with 90s club classic Christmas ad
Molly InnesJohn Lewis’s 2025 Christmas offering features Alison Limerick’s 1990 hit ‘Where Love Lives’ and focuses on the relationship between a father and son.
‘Joy and nostalgia’: Boots hails ‘most integrated’ Christmas campaign yet
Amrit VirdiUsing the beloved Puss in Boots character to bring a dose of magic to the festive season, Boots is promising Advantage Card’s “biggest Christmas yet”.
‘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.
Why It Works: How McDonald’s applies behavioural science to sell fries
Richard ShottonA visit to McDonald’s reveals multiple psychological drivers that encourage us to part with our cash.
TGJones’ prospects will depend on price, product and place
Johnny CorbettThe high street chain kept all but the name from WHSmith and without a distinctive brand, promotion won’t mean as much as the rest of marketing’s four Ps.
Winning hearts, minds and models: Brand building in an AI world
Tom RoachTom Roach explores brand building in the LLMs and how to influence this new audience with brand communication.
Missing a trick? Why creative effectiveness is as important in B2B as B2C
Michaela JeffersonB2B marketing is hitting its creative stride, but when it comes to nailing the effectiveness agenda brands need to pick up the pace or risk being left behind.
Who owns effectiveness culture: brands or agencies?
Andrew GeogheganBrands shouldn’t leave it to their agencies to prove marketing’s impact, but working closely with them creates a virtuous circle of learning and improvement.
‘Alarming signs’: Why are marketers ignoring ROI?
Charlotte RogersWhat are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
‘Soft power’: How marketers can exert influence over the 4Ps
Niamh CarrollMarketers looking to exert more influence over the full marketing mix may be better trying to use “soft power”, rather than simply looking to seize control.
It’s normal to feel doubt in your marketing strategy – but hold the course
Secret MarketerMetrics don’t always show us what we want to see – but don’t throw away years of work on a whim. Sometimes it is important to remind yourself of why you implemented your strategy in the first place.
‘Don’t hire in the mould of yourself’: Marketing leaders on balancing skills and personalities when building teams
Molly InnesAll good CMOs want to build strong, high performing teams. However, it’s easier said than done, whether avoiding hiring in your image, mapping out personality types or asking candidates to take a psychometric test, there’s no silver bullet for creating the perfect team.
P&G on how it achieves ‘fundamental’ mission of growing its brands’ categories
Niamh CarrollWith many category-leading brands like Fairy, Ariel and Pampers in its portfolio, growing categories is vital for Procter & Gamble. The company combines consumer insight, innovation, advertising and distribution to grow its highly penetrated brands and their respective markets.
How can brands drive growth in 2025?
Niamh CarrollWith 2025 unlikely to bring cheer in terms of macroeconomic growth as brands face up a lacklustre era dubbed the “new normal”, what can marketers do to drive growth in this environment?
Why It Works: How Oasis definitely (maybe) applied behavioural science to ticket sales
Richard ShottonIf you managed to buy a ticket for the Oasis reunion shows, the chances are a powerful behavioural science bias was influencing your decision.
The Marketing Week Podcast Special Episode: Retail’s sweet spot between AI, Search and data
Marketing Week ReportersGoogle MD Sophie Neary joins Marketing Week’s Russell Parsons, exploring how marketers can harness the latest consumer trends and technological evolutions – both to unlock opportunities and to face down growing competitive threats from online rivals, large and small.
Speed vs substance: Can marketers have both?
Marketing Week PartnerMarketers face mounting pressure to deliver insights faster than ever – but speed doesn’t have to come at the expense of quality. Discover how quick-turn surveys and DIY tools can help you get robust data, fast.
The three pillars of advertising’s new era
Matthew PhilipEffective ad targeting now requires brands to understand content, context and user intent – assumptions based on keywords and demographics are no longer enough.
Dear Joy, can digital deliver when it comes to brand advertising?
Marketing Week PartnerThe world’s first ursine advertising expert sinks her teeth into the Government’s ‘Less Healthy Food & Drink’ ad ban, and how to build brands in digital.
Are you focusing on the wrong channels? Find out with full-funnel attribution
Marketing Week PartnerWhen budgets are tight, marketers need to justify every penny of their spend. But without full-funnel attribution, spending decisions are often based on what’s easy to measure rather than what’s actually working.
Are your digital audiences real? How to validate and optimise campaigns
Jason DodgeLearn how to validate digital audiences and confirm whether you’re truly reaching the people you intend to target.