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纳豆vp官网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.
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Russell ParsonsAt 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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Sarah VizardChannel 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.
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Matthew ValentineBig ideas, human truths and Bob Hoskins came together in this IPA award winning campaign to help BT put itself at the heart of communication.
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Lindsay WilesSqueezed budgets mean marketers need to appreciate how programmatic can cost-effectively build brands, not just boost sales.
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Coca-Cola, McDonald’s, junk food ad ban: 5 things that mattered this week and why
Marketing Week ReportersBefore 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.
NatWest reverses decision to scrap the CMO role as it hires Margaret Jobling
Sarah VizardJobling 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 and Waitrose to invest more behind brands
纳豆 破解版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.
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Marketing Week ReportersThe shortlist for Marketing Week’s Masters awards is revealed, with Tena, Kraft Heinz and Aldi also racking up multiple nominations.
‘This is a real reset moment’: Inside the launch of the new public health brand
Sarah VizardPublic 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”.
Why one campaigning group is ‘building a movement’ against junk food ads
Molly FlemingBacked 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.
Government to introduce junk food ad ban
Charlotte RogersThe 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.
‘There was no silver bullet’: How Change4Life tackled childhood obesity
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纳豆vp官网Lockdown has been the mother of invention for those wanting to shift their marketing careers – or themselves.
Customers’ benevolence won’t keep brands alive – we serve them, not the other way round
Mark RitsonBrands 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.
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Tanya JosephThe 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.
Mark Ritson
on marketing strategy
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Reports
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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 […]
How marketers can adapt to the new marketing landscape
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 […]
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纳豆永久破解版Marketers might be in search of a clean slate post-Covid, but is zero-based budgeting the answer?
What role can modelling play in recovery from Covid-19?
纳豆永久破解版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.
Will brands boycotting social media be less effective?
Grace KiteThe 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.
LinkedIn’s Darain Faraz on the power of inclusion
Charlotte RogersIn 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.
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纳豆 破解版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.
Direct Line’s Mark Evans on redundancy
Sarah VizardIn 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 marketing boss: We are not a brand people need to fall in love with
Molly FlemingRyanair’s director of marketing and digital talks recovery from coronavirus, the “rigour” of marketing and scrapping the CMO title.
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Making brands memorable
Portia Woollen
Marketing and Machines: How AI helps brands make their media effective
纳豆破解版2022We explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.
B2B brands must resist the lurch towards short-termism
David van SchaickThe 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.