How this 120-year-old apparel giant is trying to reinvent retail

Timberland’s living walls have their own irrigation system VF, the owner of iconic brands including The North Face, Vans and Timberland, is entering another period of big transformation as it looks to lead the charge through purpose-led design and sustainable innovation. The manifestation of this can be seen in its new Axtell Soho retail space in London, which opened earlier […]

Marketoonist on data-driven marketing – Marketing Week

THE BEST CONTENT Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape. THE BIGGEST ISSUES From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of […]

Brand of the Year shortlist profiled: Greggs – Marketing Week

High street baker Greggs has made a name for itself recently as a purveyor of not just savoury pastries, but also cheeky PR stunts and good-humoured, self-deprecating marketing. The clear results these have achieved – both in Greggs’ brand metrics and its financial figures – have seen it justly shortlisted for Brand of the Year by the Marketing Week Masters […]

Festival of Marketing unveils the 2019 conference agenda

The Festival of Marketing is returning to Tobacco Dock on 10 and 11 October with a line-up that includes Marketing Week columnists Thomas Barta, Helen Edwards and Mark Ritson, as well as marketers from brands including Sainsbury’s, Diageo, KFC and TSB. The agenda, which is now live, features more than 100 speakers from the world of marketing and beyond across […]

How Sainsbury’s innovation team chases ‘entrepreneurial heat’

Wasabi is one of the new suppliers brought into Sainsbury’s via the Future Brands team. In a bid to source the next exciting challenger brands from the UK and beyond, Sainsbury’s decided it needed a dedicated team to chase innovation. Established in April 2018, Future Brands nurtures new brands in categories from grocery and drinks to cosmetics and gifting, offering […]

How Dove’s Real Beauty campaign balanced long- and short-term marketing

In this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance between long- and short-term investment led to Dove’s ‘Real Beauty’ campaign and a sales boost. Dove’s ‘Campaign for Real Beauty’ is one of the most celebrated examples of brand purpose over the past two […]

Don’t lose sight of the fact your job is to find customers

While a marketer’s job is varied, ultimately the end-goal is to find profitable customers. As a marketer, people are paying you for the firm’s most important job (next to innovation): finding customers – at the lowest possible cost. Finding customers is an art and a craft. The art is your work’s beauty: the creative, the intuitive. The truth is, marketing […]

Brand of the Year shortlist profiled: Cadbury – Marketing Week

Like many manufacturers of fizzy drinks and confectionery, Cadbury has been under the microscope as the UK’s biggest chocolate brand ever since the government introduced its ‘sugar tax’ in 2018. That followed on from a challenge by Public Health England the year before for the food industry to reduce sugar levels by one fifth by 2020. Cadbury’s response was to […]

How understanding customer journeys helps brands drive more sales

We all know the customer journey is fundamental to encouraging consumers to become customers, and then persuading them to become loyal repeat purchasers. But it’s no longer enough just to have a smooth buying experience at the point of sale. The proliferation of digital platforms, devices and sources of information means that consumers can reach brands from almost any direction […]