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2 weeks ago | 
marketingweek.com | Amrit Virdi |Mark Ritson
For brands with strong roots and a rich heritage, expanding while still resonating locally can be a balancing act. Half (52%) of consumers think all the UK’s differing community values should be represented in advertising, according to research from Group M and Mindshare, while 39% of consumers are more likely to buy from brands that genuinely showcase different areas of the UK.
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2 weeks ago | 
marketingweek.com | Niamh Carroll |Grace Gollasch |Mark Ritson
While most marketers classify marketing as an investment, not a cost, it is not a view shared by all businesses. The accounting standards board is currently in the middle of a review that might see marketing recognised in this way, though. It is undertaking a process where one of the outcomes may be that brands are recognised as an asset on the balance sheet.
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2 weeks ago | 
marketingweek.com | Mark Ritson |Niamh Carroll |Grace Gollasch
I studied alongside Americans at university. Not in America, however. I went to Lancaster University to do marketing (of course). And by some administrative error, I ended up in a corridor completely populated with exchange students from Minnesota. I must be the only student to attend a British red-brick uni and develop a strong appreciation for Grain Belt beer, Kirby Puckett and hotdish. Go Gophers!My college mates were demigods to me.
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3 weeks ago | 
marketingweek.com | Grace Gollasch |Tom Fishburne |Josh Stephenson |Mark Ritson
In an address to industry leaders and IPA members, new IPA president Karen Martin highlighted key challenges facing the ad industry, including short-term thinking, over-reliance on AI and a disconnect from human creativity. Karen Martin, the IPA’s new president and CEO of BBH, believes the UK advertising industry has “got lost in short-termism” as she revealed her plans to put greater focus on creativity during her tenure.
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3 weeks ago | 
marketingweek.com | Tom Fishburne |Grace Gollasch |Josh Stephenson |Mark Ritson
Marketoonist on customer retention Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
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3 weeks ago | 
marketingweek.com | Josh Stephenson |Jasper Baumann |Molly Innes |Mark Ritson
Strategic dysfunction preventing CMOs from long-term planningThe majority of CMOs (84%) report high levels of strategic dysfunction present within their business. The survey of 403 CMOs conducted by Gartner describes strategic dysfunction as when confusion and/or conflict arise from unclear, too numerous or conflicting enterprise objectives that marketing needs to support. Organisations reporting strategic dysfunction are 36% less likely to report strong business and marketing performance.
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3 weeks ago | 
marketingweek.com | Mark Ritson |Molly Innes |Russell Parsons
It is traditional when writing a column about marketing to write about something. Anything. A company did something new that was especially successful. Or something dumb likely to blow up in its face a few months from now. Someone said something clever. Someone else said something stupid. You know… something… stuff. But this week marks a departure. This is a column about nothing. I mean, it is about a company. It’s about Coca-Cola. But it’s not about anything specific that Coke is or isn’t doing.
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1 month ago | 
marketingweek.com | Grace Gollasch |Molly Innes |Josh Stephenson |Mark Ritson
Channel 5 has rebranded to ‘5’ across its linear, streaming and digital platforms in a move aimed at strengthening perceptions of its content quality and range. The change, effective today (12 March), unifies the broadcaster’s offerings under one brand identity. My5, its streaming service, and Channel 5, its linear channel, will now both be known as 5.
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1 month ago | 
marketingweek.com | Josh Stephenson |Grace Gollasch |Molly Innes |Mark Ritson
Trouble is brewing for the smartwatch category, as new data shows the market declined for the first time ever in 2024. Stats from research company Counterpoint show a 7% decline in the category, something which has been attributed to a fall in sales for the market leader Apple, with its Apple Watch seeing a 19% year-on-year decline in shipments.
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1 month ago | 
marketingweek.com | Grace Gollasch |Molly Innes |Mark Ritson
Puma claims brand perceptions have improved following “significant” progress with its brand elevation strategy, including the launch of its first global campaign in a decade. The sportswear giant claims the 2024 campaign, ‘See the Game Like We Do’, helped strengthen its connection with consumers and boost brand visibility, increasing brand awareness and consideration.
