Nike’s turnaround has begun – but it will take a long time
Mark RitsonNike has triumphantly returned to its roots, focusing on sport while overinvesting in brand, but undoing the damage from the last regime won’t be a quick job.
‘We are not backing off’: Coca-Cola doubles down on commitment to invest in marketing
Niamh CarrollThe Coca-Cola Company will pursue expanded profit margins by reaping the rewards of its marketing transformation programme, not cutting budgets, its CEO says.
How one brand is looking to bring ‘trust and authenticity’ to social commerce
Amrit VirdiNot On The High Street’s former CMO and CEO is making a place for “word of mouth” in social commerce through a new platform.
Want to know what you’re worth? 2025 marketing pay revealed
Marketing Week ReportersMarketing Week’s Career & Salary Survey examines the state of marketing pay in 2025.
‘It’s hard to do’: Beats CMO on uniting product and marketing
Molly InnesAs the headphone giant launches its “biggest” campaign to date, CMO and head of product Chris Thorne explains why the “best” ads showcase brand and product.
HMV on how consistency and community is fuelling its turnaround
Amrit VirdiSix years after being saved from administration, HMV has deepened its community connections and prioritised in-store experiences as its turnaround continues.
McDonald’s CEO: ‘We need to have better marketing in the UK’
Niamh CarrollThe fast-food chain saw its sales decline in the UK in the last quarter of the year, as it faced tough competition and a cost-conscious consumer.
‘First-party data is gold dust’: Carwow’s CMO on its growing retail media network
Grace GollaschAs Carwow aims to become “ubiquitous” for car-changing, it says it has a “huge amount” of first-party data to offer advertisers utilising its retail media proposition.
Why AI could be the best thing to happen to marketing
Alison LindlandAI has moved far beyond being a novelty, becoming the catalyst for a creative renaissance in marketing.
Think global, act local: Why customer-centricity will drive market success
Hannah RoweA copy-and-paste approach won’t suffice for brands wanting to truly connect with new audiences.
Marketoonist on digital distractions
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
Marketers have great potential but they are not being supported enough
Russell ParsonsWe revealed stark new data last week, laying bare the level of dissatisfaction, lack of appreciation and exhaustion marketers are feeling, which is leading to a concerning number experiencing burnout.
How F1 is breaking conventions and uniting audiences by embracing social media
Amrit VirdiAs Formula One teams get ready for the new season, brands are using social media to transform the traditional sport into an inclusive and accessible community giving fans “a look behind the curtain”.
TikTok ban, promotional spending, tight website budgets: 5 interesting stats to start your week
Jasper BaumannWe arm you with all the numbers you need to tackle the week ahead.
Earning the ‘right to invest’: Bloom & Wild on driving growth with ‘guardrails’
Niamh CarrollPost-pandemic, Bloom & Wild curtailed marketing spend and focused on retention. Now it has returned to investing for growth, but its focus is quality and profit, not growth at any cost.
Marketing apprenticeship numbers plummet with resourcing flagged as biggest barrier
Charlotte RogersJust 15.9% of firms operate a marketing apprenticeship, citing the level of resource required and a lack of senior buy-in as key barriers.
The Marketing Week Podcast: Inside marketing’s imposter syndrome crisis
Marketing Week ReportersIn this episode, we discuss why 80.1% of marketers have experienced imposter syndrome at some point in their careers, featuring insight from Nishma Patel Robb, founder of Glittersphere and former Google marketing leader.
‘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.
Paid search addiction is killing your brand health
Andrew HollandChampioning paid search at the expense of brand building is slowly killing your brand. Make 2025 be the year you finally break your addiction.
This year’s ad can be a three-year investment – ask Glenmorangie
Mark RitsonLonger-running ads are more effective, research shows, so rather than starting each year with a blank slate, invest more now in creative that can run and run.
When it comes to data, do yourself a favour – play chess, not whack-a-mole
Grace KiteReading data and reacting to it means you can get caught in a never-ending loop that prevents you from seeing the bigger picture. It’s far better to set your strategy first and use data to check the plan is working.
The summer of sport - Euros 2024
Creative campaigns and exclusive insights from across the agency landscape.
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.
A hiring blueprint for brands in 2025: How to stand out as an employer
Marketing Week PartnerMarketing organisations need to build a compelling offer around benefits and the employee experience, if they are to solve ongoing hiring challenges and convince candidates to look beyond salary.
Why AI could be the best thing to happen to marketing
Alison LindlandAI has moved far beyond being a novelty, becoming the catalyst for a creative renaissance in marketing.
The risk of overconfidence in distinctive brand assets
Lindsay RapacchiDistinctive brand assets are a powerful weapon, but assuming everyone knows your assets as well as you do might be impacting your ad effectiveness.