At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the nation’s favourite ad of 2022 to the importance of ‘place’ in a marketer’s remit, it’s been a busy week. Here is my take.
A “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
The former Marketing Week contributor started his career as an FMCG marketer, before making his mark on the industry as co-founder of one of the “foremost” specialist consultancies for sales promotions.
CEO Michel Doukeris said the alcoholic drinks giant had stepped up the effectiveness of its creativity through its digital transformation and its in-house creative agency DraftLine.
ITV’s 2022 results show advertisers continuing to shift spend from linear to digital TV advertising, as they approach the first half of 2023 with “caution”.
In 2022, Reckitt’s brand investment increased by 5.7% while like-for-like revenue grew 7.6%. As a percentage of revenue, spend decreased from 12.6% to 11.8%.
The online comparison site is splitting its marketing function in two, with Tom Wallis to take on leadership of both customer and performance marketing. CMO Mark Vile remains in place to lead on brand.
As a travel company, TUI “sells dreams” and so needs to look beyond channels where return on investment can be granularly measured, says UK and Ireland CMO Katie McAlister.
Samsung’s ‘Curious Cats’ ad is the only non-festive themed campaign to feature in 2022’s top 10, according to effectiveness firm System1.
The trade down to own label “shows little sign of stopping”, according to Kantar’s latest data, with Aldi and Lidl also continuing to steal market share.
The Currency of Effectiveness will feature speakers such as Mark Ritson, NatWest CMO Margaret Jobling, Dr Grace Kite and SAS CMO Jennifer Chase on how to define, deliver and measure great effectiveness.
We arm you with all the numbers you need to tackle the week ahead.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
GfK’s Joe Staton says the improvement is “welcome news”, following nine straight months of rock bottom confidence scores.
P&G reported its first quarterly sales decline in five years during its most recent earnings, but is now targeting a return to its ‘balanced growth algorithm’.
KFC says the appointment represents it commitment towards integrating ESG into its core marketing strategy, as former CMO Jack Hinchliffe makes an internal move into sister brand The Habit Burger Grill.
By treating its salons as partners rather than customers, hair care brand Wella continued to strengthen its B2B market leading position last year. To drive further growth, the business is now hoping to build better awareness among its end consumers.
CEO Gavin Hattersley has defended the brewer’s marketing investment strategy after reducing overall spend in Q4, as sales fell short of analyst expectations.
The 2023 Marketing Week Career and Salary Survey reveals marketing’s strategic role within businesses has risen in the last twelve months, as brands look to marketers to help navigate the challenging environment.