Cutting Edge

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Our weekly digest of marketing-related news will keep you up to the mark on everything from FMCG to brand strategy, loyalty programmes to fashion marketing.
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Build trust – actions for PR to take this year
The pandemic has elevated the role of communicators but in this new environment they can no longer rely on what worked for them previously. Brands need to develop confidence at every touchpoint and PR must drive the strategy and the experience while building trust. Here are five tactics to help build trust in 2021.
prdaily.com, 19 February 2021 (Cies)
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TikTok to sponsor Euro 2020
TikTok is to be a global sponsor of UEFA’s ‘EURO2020’ (postponed to 2021), making it the first entertainment platform to sponsor a major international football event. UEFA will launch an official TikTok account before the tournament. Meanwhile, TikTok will introduce various content features to promote the tournament.
campaignlive.co.uk, 11 February 2021 (Oakes)
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CIM joins with BFI for filmmaking courses
CIM has partnered with the British Film Institute (BFI) to produce two training courses for marketers interested in filmmaking. The online courses enable marketers to access video and production techniques as well as film and video production training. CIM spotted the synergies with BFI at a time when there has been a huge shift to video and film.
marketingweek.com, 5 February 2021
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Marketers will spend more this year
Some 65% of marketers plan to increase their marketing spend this year, according to a member survey by the CMO Council. Only 10% said they would reduce their marketing budgets compared with last year, while 24% expect to maintain their current level of investment.
campaignlive.co.uk, 28 January 2021 (Weissbrot)
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Businesses plan to raise marketing and research budgets
Some 74% of businesses said they would increase their marketing and consumer research budgets, according to a December 2020 survey of large and medium-sized UK businesses. The research by Stravito also found that 82% of decision-makers regarded data-driven insights as a top priority this year while 72% wanted to expand their knowledge and research-sharing capabilities.
research-live, 22 January 2021
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Lasting flowers from Lego
If you like flowers but struggle to look after them, Lego has developed the perfect answer. The Lego Flower Bouquet and Bonsai Tree kits, targeted specifically at adults, have almost 1,000 pieces and can be turned into a full-size flower arrangement like a real bunch of flowers. They should provide an additional outlet for those looking to “switch off and relax”.
fastcompany.com, 12 January 2021 (Smith)
Previous PDF versions of Cutting Edge
- Trademark genericide - internationallawoffice.com, 21 December 2020 (Coetzer)
- PG Tips – switching to biodegradable - thegrocer.co.uk, 4 December 2020 (Dishman)
- Millions of Britons go online for Xmas shop - marketingweek.com, 23 November 2020
- Creating effective lead magnets - clickfunnels.com, 4 November 2020 (Parkes)
- The radical marketing organisation - ama.org, 7 October 2020 (Sawhney)
- TikTok moves into e-commerce - marketingweek.com, 29 October 2020
- New guidelines for Covid-19 depiction in ads - lexology.com, 12 October 2020 (Schippers)
- Fans put off shirts with gambling logos - sportspromedia.com, 12 October 2020 (Dixon)
- How marketing leaders responded to Covid-19 - einsteinmarketer.com, 25 September 2020 (Barney)
- Lionel Messi most marketable athlete - sportspromedia.com, 28 September 2020
- New ad targeting tool – without cookies - research-live.com, 16 September 2020 (Kay)
- Facebook to launch UK news service - marketingweek.com, 26 August 2020
- Achieving behavioural change - prdaily.com, 20 August 2020 (Goodman)
- Virtual water hackathon - utilityweek.co.uk, 6 August 2020 (Williams)
- People like ads to make them laugh - thedrum.com, 27 July 2020 (Boyd)
- Strategies for sales and marketing alignment - blog.hubspot.com, 23 July 2020 (Samsing)
- Marketers use of social listening - emarketer.com, 16 July 2020
- Whether to outsource…or not - blog.hubspot.com, 6 July 2020 (Creswick)
- How to be resilient and efficient - managementtoday.co.uk, 30 June 2020 (Birkinshaw and Gallien)
- TikTok launches business ad product - thedrum.com, 25 June 2020 (Watson)
- Resources for marketing during Covid-19 - marketingland.com, 9 June 2020 (Nguyen)
- Courageous leadership - fastcompany.com, 2 June 2020 (Koehn and Kogan)
- The value proposition - clearvoice.com, 26 May 2020 (Skrabenek)
- Creative trends during the pandemic - Advertising Age, Vol 91(9) 4 May 2020, p18 (Jardine)
- The four pillars of marketing spend management - mckinsey.com, 6 May 2020 (Butt et al); https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/an-essential-marketing-tool-in-a-downturn-spend-management
- Shifting consumer behaviour during lockdown - thinkwithgoogle.com, April 2020 (Gulin-Merle)
- To CMO or not to CMO - ama.org, 9 April 2020 (Heisler)
- Eight all-time great non-profit logos - creativebloq.com, April 2020 (McCauley)
- Remaining agile while working remotely - bcg.com, 24 March 2020 (Rehberg et al)
- Marketing ops teams - staying agile - marketingland.com, 25 March 2020 (Gesenhues)
- Communicating during the coronavirus - pancommunications.com, 16 March 2020 (Thomas)
- Confidence in marketing - Marketing Week, February 2020, pp22-25 (Rogers)
- Portrayal of women in ads – has it moved on? - marketingweek.com, 8 March 2020 (Hammett)
- Corona beer – the wrong sort of viral - mediapost.com. 28 February 2020 (Mandese)
- Can you tell your nudge from your nag? - mckinsey.com, 20 January 2020 (Schaninger et al)
- Trust can’t be built, it must be given - Financial Times, 10 February 2020, p21
- BT expands Home Nations sponsorship - marketingweek.com, 4 February 2020 (Vizard)
- Nestlé teams with ParalympicsGB - prolificlondon.co.uk, 31 January 2020 (Peachey)
- Netflix tops YouGov index - prolificlondon.co.uk, 22 January 2020 (Spargo)
- Code of practice – points to note - internationallawoffice.com, 17 January 2020 (Boardman and Fenelon)
- Mastercard – sonic branding - marketingweek.com, 8 January 2020
- Anti-consumption and the future of marketing - ama.org, 10 December 2019 (Klein)
- French wine looks beyond - Wired, January-February 2020, pp124-133 (Warner)
- Trends for 2020 - marketingweek.com, 9 December 2019
- UK adspend up in 2020 - marketingweek.com, 2 December 2019
- Digital services in exchange for data - pinsentmasons.com, 13 November 2019