Russell Parsons

London

Editor-in-Chief at Marketing Week

Marketing Week editor by day, pop music and pop trivia fan by night.

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Articles

Three things make Coca-Cola better at marketing than anyone

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.
How Abercrombie & Kent unified its brand to become an ‘authority’ on luxury travel

3 weeks ago | marketingweek.com | Jasper Baumann |Molly Innes |Russell Parsons

Luxury travel company Abercrombie & Kent (A&K) is rebranding to become a brand of “aspiration” as the company looks to become the first brand people think of for luxury travel. Founded in 1962 by Geoffrey Kent, A&K offers luxury vacations, private tours, and small group adventures worldwide.
How Elf Beauty built its ‘disruptive marketing engine’

3 weeks ago | marketingweek.com | Molly Innes |Russell Parsons

Elf Beauty is one of the world’s fastest growing beauty brands. The US firm has achieved 24 consecutive quarters of net sales and market share gains, meaning non-stop growth since 2019. A catalyst for this growth was the decision made by CEO Tarang Amin in 2019 to grow Elf Beauty’s marketing capabilities, says chief brand officer Laurie Lam.
‘A divergent market’: How recruitment pressures are impacting the job market

3 weeks ago | marketingweek.com | Molly Innes |Russell Parsons

Navigating the job market has been difficult terrain for many marketers in the last few years. Unfortunately, it doesn’t look like this will get any easier soon. More than half (55.6%) of marketers say economic uncertainty is putting resourcing under pressure, compared with just 5.8% who say resourcing is increasing, according to Marketing Week’s 2025 Career & Salary Survey.
Coca-Cola’s name game and the disappearance of WHSmith: Your Marketing Week

3 weeks ago | marketingweek.com | Russell Parsons |Amrit Virdi |Megan Tatum

At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Coca-Cola bringing back its much-lauded ‘Share a Coke’ campaign, to the rise and rise of Bluey, it’s been a busy week. Here is my take.
‘Brands are by default suspicious’: Unilever’s new CEO identifies influencer marketing as key pillar of strategy

1 month ago | marketingweek.com | Niamh Carroll |Grace Gollasch |Richard Shotton |Russell Parsons

Unilever’s new CEO has pledged to step up influencer marketing to drive “desire at scale”, as it aims to appeal to what he sees as increasingly sceptical consumers. “Today, brands are by default suspicious,” CEO Fernando Fernandez said.
Choose your metaphors with care - they are more powerful than you think

1 month ago | marketingweek.com | Richard Shotton |Grace Gollasch |Russell Parsons

The precise words used to describe any given situation can have an enormous impact on its perception. Yet the power of language is often underestimated. Specifically, the immense, mind-changing force of metaphor. Brands should take note. Let’s have a look at some evidence. In 2011, Paul Thibodeau and Lera Boroditsky from Stanford University conducted a study exploring the impact of different crime-related metaphors.
‘Brand is the glue’: How Sky is transforming its business from the ‘inside out’

1 month ago | marketingweek.com | Grace Gollasch |Amrit Virdi |Russell Parsons |Charlotte Rogers

At 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 impact convoluted recruitment processes are having on marketers’ mental health to the persistent gender pay gap, it’s been a busy week. Here is my take.
‘Get a better bra’: One brand on tackling the ‘dismissiveness’ surrounding women’s health

1 month ago | marketingweek.com | Niamh Carroll |Molly Innes |Russell Parsons |Charlotte Rogers

At 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 impact convoluted recruitment processes are having on marketers’ mental health to the persistent gender pay gap, it’s been a busy week. Here is my take.
Recruitment woes and pay disparity: Your Marketing Week

1 month ago | marketingweek.com | Russell Parsons |Amrit Virdi |Molly Innes |Charlotte Rogers

At 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 impact convoluted recruitment processes are having on marketers’ mental health to the persistent gender pay gap, it’s been a busy week. Here is my take.