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With brands increasingly looking to do more with less in the Covid-19 era, is the age of the old school one-stop-shop agency coming to an end?
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While the attention in business has been firmly focused on surviving Covid-19, some brands are pushing to ensure that sustainablity does not fall off the radar.
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 Coca-Cola and McDonald’s signalling a return to marketing, to the virtues of zero-based budgeting, it’s been a busy week on Marketingweek.com. Here is my take.
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Channel 4 is running an ad break takeover this evening that aims to support local businesses by highlighting that the British high street is back open.
Big ideas, human truths and Bob Hoskins came together in this IPA award winning campaign to help BT put itself at the heart of communication.
Squeezed budgets mean marketers need to appreciate how programmatic can cost-effectively build brands, not just boost sales.
What is the future of ad production?
Why the car marque won’t go dark during recession
What role will it play in the post-Covid recovery?
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Before you head off for the weekend, catch up all this week’s biggest marketing news from Coca-Cola’s return to advertising to the government’s planned junk food ad ban.
Jobling will be responsible for moving the newly-renamed NatWest group forward as it looks to finally put the banking crash behind it and embark on a new strategy with purpose at its heart.
John Lewis Partnership is looking to update its core purpose and push beyond retail as it attempts to deal with the impact of coronavirus and the accelerated shift to online shopping.
After pausing all advertising in April due to the coronavius crisis, Coca-Cola is back with a new campaign advocating for a better life post-pandemic and a package of marketing support for the hospitality sector.
The shortlist for Marketing Week’s Masters awards is revealed, with Tena, Kraft Heinz and Aldi also racking up multiple nominations.
Public Health England is launching a new adult health brand – ‘Better Health’ – as it looks to use the coronavirus crisis to talk to the nation about health, but without “nannying or hectoring”.
Backed by chef Jamie Oliver, Bite Back 2030 is on a 10-year mission to halve childhood obesity by encouraging marketers to use their influence to promote healthy lifestyles.
The government is banning junk food advertising on TV and online prior to the 9pm watershed as part of a £10m campaign aimed at tackling obesity in response to the Covid-19 pandemic.
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Lockdown has been the mother of invention for those wanting to shift their marketing careers – or themselves.
Brands can’t expect customers to behave generously, or even reasonably, to save them from the Covid crisis. They must accept their situation with humility and find new ways to offer value to their markets.
The media frenzy around Black Lives Matter might have subsided but the issue has not – racism is still prevalent and we must all use whatever influence we have to remove it from our workplaces and our society.
on marketing strategy
on branding
on the marketing industry
Digital transformation and coronavirus
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Effective remote working for marketers
1. Introduction Due to the Covid-19 outbreak, an increasing number of organisations are ordering their workforces to work from home for the foreseeable future, meaning many businesses and teams are facing new and unprecedented challenges. Econsultancy has created this Best Practice Guide to provide marketers with the essential techniques to empower successful and powerful remote […]
The essential skills of the modern marketer
1. Foreword When I ask senior marketers to tell me what marketing framework they are most familiar with, they often suggest the 4Ps (Product, Price, Place and Promotion). This model was first published in 1960 by American marketing professor Edmund Jerome McCarthy in his book Basic Marketing: A Managerial Approach. This was in an era of […]
Marketers might be in search of a clean slate post-Covid, but is zero-based budgeting the answer?
Modelling could help marketers steer a course to recovery post-lockdown and taking a long-term, iterative approach will help them stay on the front foot.
The brand boycott is about more than media effectiveness, but it is a good opportunity for marketers to work if they should be in the ‘love it’ or ‘hate it’ camp on social media.
In the latest episode of Marketing Week’s new podcast series, director of brand marketing at LinkedIn, Darain Faraz, discusses the importance of celebrating BAME talent and why marketers must push for systemic change throughout the industry.
In the fifth episode of Marketing Week’s new podcast series, former Eurostar marketer and marketing coach and mentor Emma Harris discusses confidence, positive thinking and setting career outcomes.
In the third episode of Marketing Week’s new podcast series, Direct Line’s marketing boss Mark Evans talks us through his experience of redundancy and offers some support and advice for those who may be going through it now.
Ryanair’s director of marketing and digital talks recovery from coronavirus, the “rigour” of marketing and scrapping the CMO title.
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Reflecting on what they learnt from the 2008 credit crunch, marketing leaders explain how careers can recover amid pandemic and recession.
We explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.
The pandemic appears to have sparked a shift to short-termism, despite the evidence for the effectiveness of a long-term strategy. B2B marketers need to focus on the right metrics to strike a balance as we look to the recovery.