Specsavers evolves iconic tagline for first time in 22 years
Amrit VirdiThe retailer has tweaked its ‘Should’ve gone to Specsavers’ brand line to better showcase the full range of services it offers and drive consideration.
‘Drawn to the mission’: Pinterest’s new CMO on using storytelling to reinforce its purpose
Amrit VirdiHaving joined from Amazon three months ago, Claudine Cheever says storytelling has been a consistent thread throughout her career, a skill she will be calling on to ensure Pinterest achieves its goal of getting users to live life offline.
Two-thirds of B2B buyers choose a vendor before engaging, Forrester warns
Emily ManockAccording to new research, “buying has become an act of confirmation, not selection”, and marketing needs to catch up to this reality.
‘It’s scary’: What can be done about marketing’s relationship with the CTO?
Josh StephensonJust 4.6% of marketers believe pursuing a strong relationship with the CTO is necessary for success – but what are the consequences of this neglect?
Why It Works: How one Indian railway company turned travel into a game
Richard ShottonIn a bid to tackle fare dodgers, Indian Railways introduced Lucky Yatra, a lottery entry for anyone who bought a ticket. The results show the effectiveness of surprise.
Netflix leads the market in ad reach as it passes Prime Video
Amrit VirdiThe change comes as the number of households with ad-supported video services is set to overtake ad-free subscriptions within the next three months.
UK ad spend hit £46.7bn in 2025 as growth outpaces economy
Niamh CarrollThe UK advertising market’s growth outstripped GDP last year, with the value of UK ad spend now having almost doubled since 2018.
Starbucks credits ‘energised marketing’ and loyalty revamp for growth
Amrit VirdiAs revenues rise, the coffee chain is seeing results from its revamped loyalty program and tapping into culture via marketing.
Neglecting the CTO and Specsavers’ tagline tweak: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From data revealing marketers are not prioritising relationships with the CTO to Specsavers’ playing with its tagline, it’s been a busy week. Here is my take.
PayPal hires Antonio Lucio as CMO in sweeping leadership reshuffle
Emily ManockThe former HP and Facebook CMO has been brought in as part of plans to “accelerate execution” of PayPal’s long-term growth priorities.
Attention formats grab eyes and ears – but irritate the very people we’re trying to engage
Emma WithingtonOur industry has spent years talking about attention, leading us to prioritise what is easy to measure over what is meaningful to people and designing media plans that look great on dashboards but feel terrible in real life.
The Week in Tech: Scrapping in Silicon Valley and Peloton’s latest punt
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘Insights, innovation, intimacy, integration’: Coca-Cola’s CEO doubles down on ‘4Is’
Niamh CarrollConsumer “closeness” and the importance of affordability have both been highlighted as key focuses for Coca-Cola’s new CEO, who took over in March.
Why It Works: Audi’s Vorsprung durch Technik and the power of the unexpected
Richard ShottonAudi took a creative swing in 1982 when it introduced a German tagline to a British audience – but behavioural science shows it wasn’t as risky as you might think.
Why It Works: Specsavers and what behavioural science can teach us about humour
Richard ShottonSpecsavers has found great success through the use of humour in its marketing for decades now – and behavioural science tells us why it is so effective.
Why It Works: What can marketers learn from The Gruffalo?
Richard ShottonClever use of repetition and rhyme are just two of the lessons that the children’s favourite has to teach marketers.
Why It Works: Creme Eggs and why we want what we can’t have
Richard ShottonThe success of Cadbury’s Creme Eggs comes down to two powerful behavioural drivers: scarcity and habituation. Your brand could do the same.
The Week in Tech: AI upending the B2B buyer journey and Apple’s new CEO
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
What happens to brands when AI goes shopping?
Jennifer BenderAgentic shopping is fast moving from an interesting curio to an integral part of the customer journey. Brands needs to ready for it.
The Week in Tech: Double Zuckerberg and stop selling ‘ad crack’
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Adding AI and unlocking growth: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From UKTV’s expansion of the CMO role to oversee AI to Papa Johns’ use of innovation to drive growth, it’s been a busy week. Here is my take.
Marketing Week Columnists
The sharpest commentary on the biggest marketing issues
You are the most important person in your career
Laura ChamberlainForget waiting for the perfect window of time. Your career is happening now and taking control of it is strategic, not self-indulgent.
Stop falling into your marketing career and start climbing it
Ritchie MehtaMany marketers will say they ended up in marketing because of a quirk of fate, which may be true, but true career satisfaction depends on being choiceful.
Strong brands have the power to drive value beyond price
Matt ThomasOn the supermarket aisle consumers are portfolio managers with a keen eye for value, meaning brands need to deliver positive experiences time after time.
It’s time brands catch up with culture when it comes to portraying women over 40
Helen JamesAdvertisers need to take a cue from film and TV, because with creative departments led heavily by men and teams skewing younger, they will keep producing work that represents midlife women without recognising them.
Speed vs substance: Can marketers have both?
Marketing Week PartnerMarketers face mounting pressure to deliver insights faster than ever – but speed doesn’t have to come at the expense of quality. Discover how quick-turn surveys and DIY tools can help you get robust data, fast.
Why brands competing at LA 2028 need to get out of the blocks now
Nicola SmithAn Olympic Games sponsorship goes far beyond the event itself; it requires years of planning and activation to maximise return on investment.
Dear Joy, can digital deliver when it comes to brand advertising?
Marketing Week PartnerThe world’s first ursine advertising expert sinks her teeth into the Government’s ‘Less Healthy Food & Drink’ ad ban, and how to build brands in digital.
Are you focusing on the wrong channels? Find out with full-funnel attribution
Marketing Week PartnerWhen budgets are tight, marketers need to justify every penny of their spend. But without full-funnel attribution, spending decisions are often based on what’s easy to measure rather than what’s actually working.
Are your digital audiences real? How to validate and optimise campaigns
Jason DodgeLearn how to validate digital audiences and confirm whether you’re truly reaching the people you intend to target.