Marketing Week

We continue our podcast series by looking into Britvic’s successful 2017 revitalisation of its flagship Robinson’s brand, which won the grand prix at the Marketing Week Masters awards 2019. Robinsons was struggling in a declining flavoured concentrate category. Its bold objective was to bring back lapsed shoppers and drive growth into the category once more, through of mix of cutting underperforming lines, introducing two new premium sub-brands and repositioning around a new purpose: 'Experts in simple goodness'. The activity was a success, driving trading up, and leading to higher value and margin for Britvic. To tell the story, Marketing Week editor Russell Parsons is joined by Britvic CMO Matt Barwell and Saatchi & Saatchi’s UK CEO Magnus Djaba in a live recording at the Festival of Marketing.

In this edition of Marketing Week Explores, which is hosted by reporter Molly Fleming, senior writer Charlotte Rogers explores the benefits and pitfalls of working abroad. Including a deep-dive into the drastically different market of Japan. Senior reporter Ellen Hammett then joins the discussion, as the team explores the legacy of Tesco CEO Dave Lewis and what the future holds for the supermarket without its celebrated leader.

We continue our new podcast series by looking into the British Army's controversial recruitment campaign, 'This is Belonging'. Launched in 2017, the campaign, which showed the camaraderie of army life, had a simple objective – widen the recruitment pool by moving the message away from guns and tanks to images of more human experiences. Even if it drew scepticism from the media for its emotional tone, it was an instant success, propelling applications to record levels and winning a number of awards, notably gold at the IPA effectiveness awards in 2018. It was followed in 2018 and 2019 with campaigns aimed at attracting recruits from all walks of life – people of all faiths, 'snowflakes' and 'selfie addicts', to quote the latest advertising copy. To tell the story, Marketing Week editor Russell Parsons is joined by Nick Terry, chief marketing officer at Recruiting Group, part of Capita and the firm responsible for British Army recruitment; Rhonwen Lally, senior planner at Karmarama; and Rob Fullerton Batten,

Professor Philip Kotler is a writer, author, academic and one of the most influential people in modern marketing. The so-called “father of modern marketing” helped create the template for marketing today. His 1967 text book Marketing Management introduced much needed rigour to the discipline. He also helped popularise the 4Ps of marketing, while his definition of the core purpose of marketing is used as much in 2019 as ever. In this wide-ranging interview, Kotler discusses: - Brand purpose and the key to differentiation - The biggest influence on his career - Why he didn’t become a CMO - The problem with capitalism - The limitations of mass marketing

In the first of a new series of podcasts on definitive and effective marketing campaigns of the past decade, Marketing Week editor Russell Parsons digs into story behind Direct Line's 'Fixer' campaign. The long-running activity, which features actor Harvey Keitel playing his Winston Wolfe character from Pulp Fiction, cemented the brand's positioning as the fixer of the customer's problems. It has enabled Direct Line to secure profitable growth by going direct to consumers in a market dominated by price comparison sites. Listen as Direct Line Group's managing director of marketing and digital, Mark Evans, and Saatchi & Saatchi London's chief strategy officer, Richard Huntington, tell the story behind the idea, the challenges they overcame, the decision-making process and the campaign's impact on the market.

In this edition of Marketing Week Explores, reporter Molly Fleming is joined by editor Russell Parsons and senior writer Charlotte Rogers to discuss the rise and fall of marketing's reputation in organisations. We look at the issues hitting confidence in marketing and how marketers can increase their impact and influence. The team then explores the media models that have the scope to save publishing. Sparked by the fact Marie Claire is becoming digital-only, we look at what the brand, and other publications, need to do to succeed in today's digital world.

The Marketing Week Explores podcast has a brand new format. This month we look at why brands are failing to get the most from customer insight and discuss whether the ASA's gender rules have gone too far.

Cindy Gallop is a consultant, entrepreneur and activist. She is also one of the highest profile figures in the advertising industry. After bowing out of advertising in 2005 following a stint as president and chair of BBH in the US, she set up a brand consultancy and several businesses including MakeLoveNotPorn, the “world’s first user-generated social sex video-sharing platform”. She is a passionate advocate for diversity in the ad industry and stamping out the sexual abuse and harassment she believes is common. In this podcast, Gallop discusses the business case for diversity, the virtues of being self-employed and why pornography is currently substitute for sex education. Highlights include: · Why you should work out your values before your career choice · Why the ad industry’s glory days could still be ahead · The folly of ageism · Why 45 is the age to leave corporate life

The latest edition of the Marketing Week Explores podcast was recorded during the School of Marketing’s inaugural event, set up to get young people from diverse backgrounds to consider a career in marketing. In it, senior writer Charlotte Rogers asks a panel of guests to reflect on their experiences and perceptions about working in marketing.

In the latest Marketing Week Explores podcast, features editor Lucy Tesseras and senior writer Charlotte Rogers discuss how brands are opening up their businesses to new ideas and collaborating to bring fresh innovations to the table.

Scott Galloway is an academic, author and entrepreneur. He is also one of the world’s best known and most respected voices on modern marketing. The NYU marketing professor's first book, The Four, was a dissection of the rise of tech giants Google, Facebook, Amazon and Apple. His latest, The Algebra of Happiness, tries to distil the pursuit of success, love and the meaning of it all. In this podcast, Galloway discusses his career choices, the route to fulfilment and the state of marketing. Highlights include: · The virtues of starting a business during a recession · Why you should not “follow your passion” · Why “woke washing” in marketing is disingenuous · The threat of algorithms to marketing and society

Julia Goldin is Lego’s chief marketing officer, responsible for leading an 1,800-strong team on its mission to inspire the “builders of tomorrow” and give as many children as possible access to the developmental benefits of Lego. A keen pianist and scuba-diver, Goldin moved from Russia to the US in the late eighties to study communications at the University of Illinois before going on to do an MBA in international marketing and finance. Her marketing career began at Quaker Oats shortly after that, which was followed by 13 years at Coca-Cola and then Revlon, before she joined Lego in 2014. Five years later and Julia and her team are working on projects with NASA and sea life rescue in France. In this wide-ranging interview, Goldin discusses everything from how her early life influenced her move into marketing and the most pivotal moments of her career to what she hopes her legacy will be. Topics include: • Her biggest marketing influence (clue: it’s not a marketer) • “Growing up behind an iron curtain” -

In the latest Marketing Week Explores Podcast news editor Sarah Vizard sits down with senior writer Charlotte Rogers to discuss how increased attention has been put on determining the impact of media, meaning creativity has appeared to be in decline, but new methods and a renewed focus could reignite the spark.

Jan Gooding is one the best known and highest regarded marketers in the UK. After leaving university, she began her career on a management training course at Selfridges before embarking on a 12 year career in advertising. She moved client side in 2004, first with BT before moving to British Gas and then Aviva. After leaving last year, she now enjoys an archetypal portfolio career. She continues to champion gender equality in business and is a supporter of more inclusive working environments. In a wide-ranging interview she discusses: Why her skills as a marketer helped her become an "accidental activist". Her "career limiting" inability to stand by and keep quiet on issues. The "shameful" sexism and racism she saw in 80s ad land. Why markers have a responsibility to help drive societal change. Her biggest bugbear - "obsession" with digital tools of questionable effectiveness.

Rory Sutherland is vice chairman of Ogilvy, where he has spent almost the entirety of his 30 odd years in advertising. He is also a Radio 4 regular and Ted TALK star. The 'Don Draper of the UK’ as some describe him is also one of the world’s most acclaimed behavioural economists, on which he consults for some of the world’s biggest brands. He is also now an author with his book "The surprising power of ideas that don’t make sense’ soon to be released. In this episode of the podcast Sutherland discusses what needs to be done to propel marketing up the value chain, the folly of trying to apply science to marketing, and the battle between effectiveness and efficiency.

Marketing Week Explores: Marketers are moving away from demographic segmentation in favour of behaviour, life stage and attitude, but many are still failing to effectively reach the over-50s market.

Keith Weed is one of the highest-profile marketers in the world. As CMO of Unilever he oversees one of the biggest marketing organisations in the world. He is also a vocal advocate for change in the industry and is currently president of the Advertising Association, where he is leading efforts to increase trust in advertising. He has also rallied to improve the veracity of digital ad metrics and end gender stereotypes in advertising, among other things. In a special edition of the podcast live in front of an audience at Marketing Week Live and ahead of his imminent retirement, Weed discusses his career and thoughts on the state of marketing in 2019. Topics include: • The relationship marketers must have with their CFOs • The folly of the digital moniker • The risk data poses to creativity

From the benefits of bringing new thinking to an unfamiliar sector to driving change as an interim marketer, Marketing Week explores the opportunities and challenges of taking an alternative path.

Nicola Mendelsohn is Facebook’s Vice-President for Europe, the Middle East and Africa and as such one of the most influential executives at one of the world’s biggest brands and significant marketing channels. Starting her career in advertising BBH in 1992 she rose to business development director before leaving to join Grey London as its deputy chairman in 2004. In 2008 she left to join then independent agency Karmarama as partner and executive chairman, a position she held for five years before leaving to join Facebook. In a wide-ranging interview Mendelsohn discusses: · How she coped when diagnosed with cancer · How BBH’s approach to creativity has helped shape her career · Why more needs to be done to help women reach leadership positions · Brand safety, political advertising, data use and Facebook’s role and responsibility · What Facebook needs to do to restore trust in its brand

Fernando Machado is a marketer on the up. Since joining Burger King in 2014 after 18 years at Unilever he has been celebrated for the brand’s quirky creativity and its willingness to take a stand on societal issues, achieved on limited budget. He was recently named 'Grand Brand Genius of the Year' by Ad Week in the US, an award that followed Burger King being crowned Creative Marketer of the Year at Cannes in 2017. In this wide-ranging interview, Machado discusses: · Why the “great idea” is everything in marketing · The importance of having a challenger mindset · Why data-led companies don’t need marketers · His quest to convince people that fast-food is “not evil” · Why Burger King’s brand DNA justifies its purpose driven campaigns