Festival Blog

Festival Blog

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  • Brands have a stereotypical image of Gen Z as mobile-first, TikTok-loving digital natives, but marketing effectively to them as adults will require a more sophisticated understanding of what they care ...
  • Tesco on how Covid-19 helped it to ‘really be at its best’

    16 Dec 2020 Molly Fleming, reporter, Marketing Week
    Marketing Week’s Brand of the Year explains how listening to customers every day and doubling down on its strategy  helped it weather the first coronavirus lockdown. Article first published on Marketi ...
  • Why Singaporean super app Grab is focused on ‘acts, not ads’

    14 Dec 2020 Charlotte Rogers, acting features editor, Marketing Week
    Spanning everything from ride hailing, to food delivery and payments, Singapore-based app Grab has pivoted at speed to respond to the challenges of Covid-19 across southeast Asia. Article first publis ...
  • ITV believes its “honest, direct and organic relationship” with creative agency Uncommon is helping the broadcaster radically change perceptions and increase its relevance within society. ITV believes ...
  • On day two of the Festival of Marketing 2020, Ashley Friedlein, founder of Econsultancy and Guild, chaired a discussion with the CMOs of two leading global companies – Tamara Rogers, CMO at GSK, and J ...
  • Mark Ritson: Marketers blame CFOs for not getting marketing when it’s our fault

    07 Dec 2020 Sarah Vizard, Managing Editor, Marketing Week
    All too often the marketing industry wants to make the CFO the bête noire, but if they don’t understand the value of marketing that’s marketing’s fault, says Ritson. The struggle to get the rest of th ...
  • OVO Energy on change management and digital transformation

    03 Dec 2020 Lizzy Hillier, Visualisation and Content Designer, Econsultancy
    Back in January, OVO energy acquired SSE Energy Services (SSE plc’s household energy and services business). The merging of their marketing and communications teams has been a story of success thanks ...
  • Diageo expands marketing effectiveness tool to help navigate Covid-19

    02 Dec 2020 Molly Fleming, reporter, Marketing Week
    Diageo has added the latest data about Covid-19 with insights and consumer behaviour information to help improve marketing effectiveness during the pandemic. Article first published on Marketing Week ...
  • Many businesses have seen their customer journey transform and in some cases, become unrecognisable due to the Covid-19 pandemic, with digitisation and the need for social distancing giving rise to di ...
  • Gousto on developing an ‘empathetic’ data strategy

    26 Nov 2020 Charlotte Rogers, Features Editor, Marketing Week
    Marketers should shift their data strategy from A/B testing and growth hacking towards empathy, insight and offering a better customer experience, says Gousto CMO Tom Wallis. The direct-to-consumer re ...
  • Mitsubishi, PepsiCo, and Huawei on how the pandemic has impacted innovation

    25 Nov 2020 Nikki Gilliland, Writer, Econsultancy
    On the final day of the Festival of Marketing 2020, acting features editor for Marketing Week, Charlotte Rogers, chaired a panel with guests Kimberley Gardiner, VP & CMO of Mitsubishi Motors; Karen Sc ...
  • Mastercard CMO: Long-term and short-term are not mutually exclusive

    24 Nov 2020 Sarah Vizard, Managing Editor, Marketing Week
    Mastercard’s marketing team is taking both a long- and short-term view as it looks to mitigate the risk of the pandemic on its business. The coronavirus pandemic and the uncertainty it has caused has ...
  • Tesco on experience and purpose during a pandemic

    19 Nov 2020 Nikki Gilliland, Writer, Econsultancy
    This year, Tesco was named as the Brand of the Year winner at the 2020 Marketing Week Masters awards. On day four of the Festival of Marketing 2020, Marketing Week editor Russell Parsons spoke with tw ...
  • Marketoonist on humour in marketing: It can be an act of empathy

    18 Nov 2020 Charlotte Rodgers, Features Editor, Marketing Week
    First published by Marketing Week. The pessimism of the pandemic might be encouraging marketers to play it safe, but they could be underestimating the power of humour to connect with consumers even du ...
  • Just Eat’s Matthew Bushby on his lockdown data takeaways and amplifying TV with online

    17 Nov 2020 Rebecca Sentance, Deputy Editor, Blog, Econsultancy
    At Day Three of the Festival of Marketing 2020, IAB UK’s Chief Marketing Officer James Chandler sat down with Matthew Bushby, UK Marketing Director at Just Eat, aptly just around lunchtime, to talk TV ...
  • GE CMO Linda Boff on why marketers are the ‘soul’ of the business

    16 Nov 2020 Matthew Valentine, Marketing Week
    The GE CMO wants marketers to realise they are the “soul of the company” and find a way to work without fear, despite the challenging circumstances. Article first published on Marketing Week here. GE ...
  • How Not on the High Street is thriving through search insights and SME agility

    11 Nov 2020 Ben Davis, Editor of Econsultancy Blog
    During the Festival of Marketing It was immediately clear the pride that Ella d’Amato, Chief Commercial and Marketing Officer, has in Not on the High Street’s small creative business community. Though ...
  • Nile Rodgers on why it’s always important to be heard

    29 Oct 2020 Matt Barker, Marketing Week
    The celebrated singer, songwriter and producer explains why the mass appeal of pop still exerts a powerful hold after nearly 50 years of hit-making. Article first published on Marketing Week here.  As ...
  • Marketing Week’s Marketer of the Year, ITV’s Rufus Radcliffe, and judges of its Top 100 Most Effective Marketers ranking revealed at the Festival of Marketing the key skills and attributes that set ma ...
  • What marketers can learn from the evolving gaming industry and ‘Generation Next’

    27 Oct 2020 Lizzy Hillier, Visualisation and Content Designer, Econsultancy
    On day one of this year’s Festival of Marketing, Industry Manager for Console and XP Gaming at Facebook, Ciaran Norris, provided insights into the evolving gaming industry and the changing face of its ...
  • Patagonia on why it won’t fuel a ‘superficial desire’ for its products

    26 Oct 2020 Charlotte Rogers, acting features editor, Marketing Week
    From encouraging employees to take direct action to challenging consumers to ‘Vote the Arseholes Out’, Patagonia says its focus is on addressing the climate emergency not working with influencers or a ...
  • How BMW, Direct Line Group and O2 are rising to the customer experience challenge

    23 Oct 2020 Lizzy Hillier, Visualisation and Content Designer, Econsultancy
    On day two of the Festival of Marketing, Zone CEO Roy Capon chaired a panel with guests Michelle Roberts, Group Marketing Director at BMW UK, Mark Evans, Managing Director of Marketing and Digital for ...
  • 2020 might be defined as the year of marketing pain, but as businesses need to develop new growth strategies and client/agency relationship evolve, how do we turn 2021 into a year of marketing opportu ...
  • Lego: Brands that focus on their audience always win

    20 Oct 2020 Matt Barker, Author, Marketing Week
    The marketing department can take a lead when it comes to creating a customer-centric organisation, but it shouldn’t be left to do all the work itself, says Lego CMO Julia Goldin. Article first publis ...

Festival of Marketing

The Bottom Line

23-25 March 2021

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