Marketing Week

Marketers are copying the wrong lessons from best practice In his latest column, François Bazini explores why turning award-winning campaigns into universal rules can misguide brand strategies. While studying successful work offers valuable context, he warns against assuming that the outcomes can simply be transformed into portable principles. He says instead of asking whether an impressive campaign should be copied, marketers should question what specifically made it work in its original context. Find out more: https://lnkd.in/dW7bup49

"AI is ending the knowledge economy where success meant having the answers" In his latest column, Thomas Barta urges marketers to stop chasing AI tools and focus instead on asking better questions. With marketers rushing to take AI courses and adapt to generative engine optimisation, he argues many are missing a fundamental shift. As artificial intelligence makes answers to complex problems instant and cheap, success will no longer come from having the best answers or knowing every tool, but from asking the difficult questions that only humans can frame. Read the full column: https://lnkd.in/eR6FrTnj

How poppi built a 'social to store to show' strategy with Love Island 📈 Drinks brand poppi has used a multimarket Love Island partnership to boost UK brand awareness by 14% just four months after launching in the region. CMO, Jenny Danzi and ITV Studios executive vice-president Will Scougal explain how aligning creator activations with show contestants drove the campaign. 📺 Poppi leveraged former Islanders Millie Court in the UK and Rob Rausch in the US to connect its global fan base across both shows. 📊 Organic social content rose 96% in a week, giving Poppi the second largest share of voice in UK Love Island chatter. 🌎 The campaign generated 33 million impressions and a 16% engagement rate in the US. 🥤 Following its $2bn acquisition last year, PepsiCo is over-investing in UK influencer partnerships to build long-term momentum. Read the full story: https://lnkd.in/eKqPbDqP

📬 Been a busy week? Here are 5 big stories marketers need to know: 💇 CLOUD NINE is making influencers central to its strategy, bringing creators into campaign ideation from the start to punch above its weight in the competitive haircare sector. 🍫 Nestlé is stepping up its marketing spend as it pursues a "more and better" investment strategy, directing incremental funds towards core "growth platforms" while supporting its broader portfolio. 📊 Consumer confidence has risen across the board following a new Prime Minister taking office, marking the largest uptick in the measure since November 2023. 🎗️ Worldwide Cancer Research’s top marketer is stepping up to become CEO, sharing key lessons from marketing that will help guide the charity into its next phase of growth. 🩺 Macmillan Cancer Support is using its 'Fair Cancer Care' platform to shift focus from basic brand recognition to building a deeper understanding of its services, embracing experimentation to reach new audiences. Join Marketing Week for free to receive the latest news and weekly insights directly in your inbox: https://lnkd.in/e_dmuNjV

The final CX50 2026 reveal: Retail, Consumer Goods, Travel & Hospitality The eighth edition of the CX50, in partnership with Cognizant and Google Cloud, reveals this year's members from the retail, consumer goods, travel and hospitality sectors. The latest drop explores how leading customer experience professionals are deploying AI across their organisations, from agentic tools that personalise the supermarket shop to AI concierges transforming the travel experience. 🛍️ The 10 featured sector members: 🔹 Nathan Ansell, chief customer officer, Waitrose & Partners 🔹 Zain Allos, group head of digital business solution marketing, BAT 🔹 Peter Burns, director of marketing, digital and ecommerce, Heathrow 🔹 David Clark, director of online, omnichannel and partnerships, Marks and Spencer 🔹 Dan Elton, chief customer officer, Ocado Retail 🔹 Siobhan Fitzpatrick, chief experience officer, Virgin Atlantic 🔹 Mark Given, chief technology, marketing and data officer, Sainsbury's’s 🔹 Fabrice Khullar, director of product, UX and CVR optimisation, Boots UK 🔹 Di Mayze, chief data and AI officer, Marks and Spencer 🔹 Nigel Richardson, chief information and digitisation officer, Reckitt Read the full story: https://lnkd.in/gMkSmm26

AI now has a direct seat at the Cabinet table. 🤖🏛️ This week we reported that, following a government reshuffle, Kanishka Narayan MP has been promoted to AI minister and invited to sit at Cabinet to offer the tech view directly to government leadership.

It's your last chance to let us know, does your business actually value brand marketing? 🤔⁠ Marketing Week is putting a twist on its annual State of B2B Marketing survey by taking a deep dive into brand building. The survey explores the reality behind budgets, organisational perceptions, and long-term strategies before entries close. What the survey covers 🎯 The role of marketing ⚖️ The level of investment in brand building 🎙️ The brand building potential of different channels 💡Emotional storytelling? Humour? Product quality? We'll explore the most important elements of brand building 🎨 The benefits of bold creative 🤖 The role for AI Have your say via our State of Brand in B2B survey before it's too late: https://lnkd.in/ecnamncD p.s. you will also be entered into a prize draw to win a £150 John Lewis & Partners voucher

Elf Beauty’s CMO on the ‘fireworks’ that ‘make growth happen’ 📈 E.L.F. BEAUTY's chief marketing officer Oshiya Savur spoke to Marketing Week at Cannes Lions International Festival of Creativity about scaling the business into a $10bn company. 🚀 Savur sees clear pockets of growth across the business, stating there is no reason E.L.F. BEAUTY cannot become a $10bn company by adding a "smidge of structure" to its "disruptive marketing engine". 🧴 The brand has only "scratched the surface" of skincare following $200m in sales last year, while its new haircare launch marks an expansion into a new vertical primed for development. 🌍 With 50% of its social community based internationally, the beauty brand tracks community signals to launch only in markets where demand already exists rather than "blasting out". ⚙️ The business is putting light structure around its framework and remaining "very selective" about hiring to maintain its startup mindset as it scales. Read the full story: https://lnkd.in/eJzZr-5e

Customer loyalty is as much about acquisition as it is retention. 📱 Writing in his latest column for Marketing Week, JP Castlin breaks down why focusing exclusively on existing customers during tough economic times can backfire. He argues that conventional wisdom regarding retention rests on questionable assumptions, as existing buyers are often more expensive to serve and are the most likely group to buy products at discounted prices. Rather than attempting to extract more devotion from existing buyers, he explains that true brand loyalty is most reliably achieved by driving market share. Developing a successful strategy requires a longer-term, holistic perspective that balances both acquisition and retention without mistaking familiarity for strategic reliability. Read the full story: https://lnkd.in/eHtxrXtK