Marketing That Matters: Season 2

In the second season of Marketing That Matters, sponsored by Google, Marketing Week editor-in-chief Russell Parsons speaks to the agents of remarkable brand transformations, delving into the highs and lows, the long-term lessons, and what comes next. In our first episode, TalkTalk’s commercial sales director Becki Smith relates how the brand moved quickly to digitise its customer journey amidst the coronavirus lockdown, and how it kept up with rapidly changing customer needs and a surge in demand for communications infrastructure, including:

- How TalkTalk’s team worked in sprints to tackle problems and accelerate the design process
- How the company translated a call-driven sales journey to digital touchpoints and addressed the challenge of communicating complex product offerings
- What being ‘customer first’ looks like in the midst of a crisis, and where TalkTalk’s digital transformation is headed next

Marketing That Matters: How TalkTalk rapidly digitised its customer journey to meet booming demand

In the latest episode of Marketing That Matters, sponsored by Google, Russell Parsons speaks to two key figures behind the growth of Samsung’s direct to consumer proposition: Mike Durey, head of digital, CRM and data at Samsung, and John Melton, business director at Samsung’s long-time agency partner Performics. In a wide-ranging discussion, they cover:

- How Samsung replicates the benefits of bricks-and-mortar retail online
- Samsung’s evolving approach to Search, which has led to paid Search accounting for one in three sales on Samsung.com
- The secrets of an adaptive and successful brand-agency partnership

Marketing That Matters: How Samsung built up its direct-to-consumer business during Covid-19

In this episode of Marketing That Matters, sponsored by Google, Russell Parsons sits down with the CMO of Farfetch, Gareth Jones, as well as senior director of customer acquisition Adam Cartlidge, to learn how Farfetch has maintained its early-mover advantage in the competitive category of luxury ecommerce during the pandemic. Listen now to learn: 

- How Farfetch combines expertise in luxury fashion with cutting-edge technology
- Why the business is focusing on both long-term brand-building and short-term performance
- How search data has allowed Farfetch to keep ahead of rapidly-evolving consumer trends in luxury.

Marketing That Matters: How Farfetch maintained its early-mover advantage in luxury ecommerce

In this episode of Marketing That Matters, sponsored by Google, Russell Parsons learns the story of Ancestry and how it is evolving its position in the competitive genealogy market, using search marketing to target new audiences and entice consumers to “bring their backstory to life”.

Guilhem Duprat, international media director at Ancestry, and Joanna Gajewska, performance marketing lead, lay out how the brand has connected with a growing contingent of budding historians during the Covid-19 pandemic, how it uses techniques like automation and the ‘long tail’ to capitalise on search opportunity, and how they predict that the role of search in marketing will evolve over the long term.

Marketing That Matters: How Ancestry is using automation and ‘long tail’ Search to grow a category

The Covid-19 pandemic resulted in an explosion of interest in investing as consumers looked for stimulating activities to carry out in their free time and ways to have more of a say in their economic fortunes – against a backdrop of financial market volatility and unexpected developments in stocks and shares.

In the latest episode of Marketing That Matters, sponsored by Google, Russell Parsons talks to Heidrun Luyt, chief marketing officer at IG Group, and Michael Logue, global head of advertising, about how the investment platform has capitalised on this surge in interest, covering:

- How search data allowed IG Group to understand and cater to consumers’ changing interests
- How the brand helps newcomers to investment get to grips with a complex market
- What IG Group believes the next few years hold for the investment space and how it plans to stay competitive.

Marketing That Matters: How a surge in investment interest helped IG Group engage new audiences

In this episode of Marketing That Matters, sponsored by Google, Russell Parsons talks to three marketers who are tackling the challenge of measuring marketing effectiveness: Which? head of marketing Simon Crane; and Jo Lyall and Andy Goodwin, UK CEO and head of search respectively at the consumer protection brand's digital agency, Brainlabs.

They delve into the challenges that Which? and Brainlabs have faced in measuring marketing outcomes and driving sustainable business growth, in order to further the brand's consumer-championing agenda, including:

- How organisations can benchmark performance in the midst of a highly unusual period
- How the language used to frame measurement can help organisations align internally around objectives
- Why linking marketing activity to business growth poses a perennial challenge for marketers.

Marketing That Matters: How Which? and Brainlabs link marketing to sustainable business growth

Having recently moved into a role as the group's strategic transformation director, Chris Carter explains how Specsavers matches up the online and offline customer experience across markets, and the different customer personas who shop with the brand.

Marketing Week Meets The CX50: Chris Carter, Specsavers

In the latest episode of Marketing Week’s podcast series, Sage’s CMO Cath Keers discusses the brand building opportunity in B2B, customer centricity and the AI  opportunity.

This Much I Learned: Sage’s Cath Keers on how being a ‘nosy northerner’ helped her career

In this edition of the podcast, Martin, who teaches strategy on Marketing Week's Mini MBA in Business Management, imparts wisdom on everything from what a great leader should be and the role of AI to how marketing and strategy can intersect and work together.

This Much I Learned: Professor Roger Martin on the importance of challenging received wisdom

In the latest episode of Marketing Week’s podcast series, Domino’s CMO Sarah Barron tells why she doesn’t ‘mess’ with brands and why getting the right capability is essential for building an effective marketing unit.

This Much I Learned: Domino’s Sarah Barron on the value of consistency when ‘babysitting’ brands

In the latest episode of Marketing Week’s This Much I Learned podcast, ITV’s CMO Jane Stiller talks about what has changed for the better and worse in marketing since she started her career, marketing’s influence in businesses, and the mistakes that have helped shape her career.

This Much I Learned: ITV’s CMO Jane Stiller on the need for ‘diversity of thought’ in marketing

In the latest episode of Marketing Week’s podcast series, Boots’ chief marketing officer and Marketing Week’s Marketer of the Year Pete Markey discusses the importance of being choiceful, his approach to career management, breaking silos and how to avoid being ‘typecast’ as a marketer.

This Much I Learned: Boots’ CMO Pete Markey on marketing leadership

In the latest episode of Marketing Week’s podcast series Tesco marketing boss Emma Botton and Karen Martin of BBH share the inside story of their partnership.

This Much I Learned: Tesco and BBH unpack an award-winning agency/client relationship

Deborah Dolce has been with TJX Europe, best known for owner TK Maxx, for 30 years and joined as the ‘off-price’ fashion store launched in the UK. She praises culture and curiosity as being key to her longevity at the business.

This Much I Learned: TK Maxx’s top marketer on 30 years of selling an idea

Asos’s executive vice-president of customer, Dan Elton, on the challenges he is facing in turning the fashion retailer into a more brand-led organisation – and why marketers shouldn’t take measurement tools as gospel.

This Much I Learned: Asos’s top marketer on transforming a brand

Marketing Week is one of the UK’s most respected business titles and a trusted and authoritative voice on the marketing industry. Listen to our award-winning editorial team discuss key topics with leading industry voices. From exploring what's next in career development and leadership, to the future of B2B, Marketing Week takes listeners behind the scenes of the world's most effective marketing. 

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Marketing That Matters: How Which? and Brainlabs link marketing to sustainable business growth

Marketing Week

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