‘A sea change’: How will retail media transform marketing in 2023?
ag亚博Realising the opportunity retail media offers is going to require most brands to rethink everything from budgets and team structures to their joint business plans.
How to set up a marketing organisation for growth in today’s media landscape
Marketing Week Partner采用数据驱动营销是至关重要的普杜拉。布辛ess growth, but to achieve this organisations need to commit to constant experimentation and learning.
‘Sweat every single pound’: How will media spend shape up in 2023?
ag亚博Big budget cuts aren’t expected among major advertisers next year, but with a recession taking hold, marketers will be under pressure to work their budgets as hard as possible.
ITV to raise media spend by 50% in 2023 to grab ‘big opportunity’ for ITVX
ag亚博After spending £45m on its launch campaign for ITVX this month, ITV CMO Jane Stiller says the broadcaster has even bigger plans next year.
How Heinz got festive soup on the global news agenda
Marketing Week ReportersJumping on news of a potential festive food shortage, Heinz gave its Big Soup brand a much-needed boost through its most cost-effective earned campaign of 2021.
Six trends in TV advertising marketers must consider in 2023
Marketing Week PartnerTV audiences are fragmenting as the number of streaming channels grows. Meanwhile, the recession makes it more important than ever for brands to understand viewing habits to maximise the effectiveness of their spend.
How PepsiCo is aligning its marketing teams around retail media
ag亚博According to PepsiCo’s senior director of ecommerce marketing, one of the business’s “biggest challenges” has been bringing retail media to the forefront of a complex marketing organisation.
Seven myths about TV advertising – and why you shouldn’t believe them
Marketing Week PartnerFirst-time TV advertisers will need to see past stereotypes that it is costly, hard to measure and in decline. Here’s why those views are outdated.
‘From belonging to thriving’: Euros win sparks surging audiences for women’s sport
Charlotte RogersAttracting 15.8 million new viewers in 2022 alone, interest in women’s sport has been turbocharged by the Lionesses’ historic Euros victory.
Airbnb hails ‘efficient’ marketing strategy as it posts record profits
ag亚博CFO Dave Stephenson claims the decision to “radically” adjust marketing expenditure is a key factor in the brand’s rising profitability.
Elon Musk takes over Twitter amid a challenging market for digital advertising
Niamh CarrollMusk’s acquisition of Twitter comes as Meta, Google and Snap all report a slowdown in their advertising businesses, with demand waning due to the difficult macroeconomic environment.
How Gymshark is broadening its appeal to become ‘the biggest British brand ever’
Niamh CarrollWith the launch of its first retail store and an evolving media strategy, Gymshark’s chief brand officer and CEO are bullish about brand’s ability to reach beyond its core customer base.
Coca-Cola ‘significantly’ ups marketing spend in preparation for ‘dynamic’ 2023
Niamh CarrollThe drinks giant’s core strategy for dealing with the likely challenging economic environment in 2023 will be to “lean into growth”, its CEO has said.
Media budgets slashed for the first time since the height of Covid
Niamh CarrollThe IPA Bellwether shows marketers are feeling increasingly pessimistic about the future fortunes of their companies and industries, with budget cuts beginning to roll in.
“一个£5 m的机会”:圣udio Retail used data to transform its media mix
Marketing Week PartnerLooking to accelerate its transformation from a reliance on catalogues to a fully digital ecommerce approach, Studio Retail used data and modelling to discover how customers could be more effectively reached through digital and TV marketing.