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Marketing articles 2018. Department stores are struggling to sustain profitable sales in the face of online competition and mounting property costs, which is impacting the brands they sell. So how can these high street stalwarts survive? Mark Ritson: We’re a very long way from declaring marketing a science. While there are rules to marketing, the fact it is based on the action of humans rather than chemicals and electrons means it can never truly be classed as a science. Malibu on competing with brands with bigger budgets: ‘It’s not about being the biggest fish but the fastest’ The brand has created a digital innovation hub that is taking “fear off the table” to foster a culture of fast innovation and enabling it to compete with bigger spending rivals. Nike ‘proud’ of Colin Kaepernick ad as campaign drives ‘record engagement’ Nike says the 30th anniversary of the Just Do It campaign is driving “real uptake” in traffic and engagement despite the controversy around one of its stars. Renault uses Formula One as a ‘test bed’ for marketing. Renault’s general marketing team is looking to its Formula One team for inspiration on how to become more passionate and bring a touch of glamour to the brand. Recommended reading: The art of persuasion and entrepreneurs’ confessions. Marketing Week reviews the latest books for marketers. Next cuts print and TV ad spend after seeing ‘impressive’ results from digital. Next plans to more than double its digital advertising spend while cutting investment in print, TV and direct mail by 50% as online becomes an increasingly important part of its business. How one luxury brand is connecting online with offline so customers ‘never have to start over’ US premium lifestyle brand Shinola is using technology to help create a ‘singular’ customer experience but says it must not lose site of the importance of a human touch. Unilever pushes for more ‘progressive’ portrayals of people in advertising. The FMCG giant is adopting a more local approach for its ‘Unstereotype’ initiative in a move that aims to encourage advertisers to depict people in roles that are modern or forward-looking, rather than simply eliminating stereotypes. Charlotte Rogers: Weight Watchers is in danger of losing its brand identity with wellness refresh. Five decades after the original diet brand started out in New York, Weight Watchers has rebranded as WW to take a slice of the wellness market, but it risks diluting its identity in the process. Cadbury launches first TV ad for Roses in 20 years as it urges people to ‘get off social media’ The campaign marks Roses’ 80th anniversary and is part of Cadbury’s new positioning, which centres on “generosity and kindness”. The skills CMOs must invest in today to ensure they stay at the top. With the marketing landscape evolving at pace, marketing leaders must never stop learning if they want to still be at the top of their game in years to come. Beyond 90 minutes: How Man City is looking to win more than the Premier League. City Football Group’s CMO is taking inspiration from other sports, entertainment and digital channels as she looks to bolster Man City’s fan base and extend the club’s reach beyond match days. How to build a digital culture. Given the pace of technological developments, the challenge of embedding a digital culture in order to compete in a fast-paced, digitised and customer-centric world has never been greater for companies. Understanding what the opportunities and indeed challenges are and getting internal buy-in is not straightforward, however. This report draws on a range of survey data, […] The fundamentals of B2B digital transformation. Digital Transformation is an often misappropriated term but understood correctly it can yield extraordinary results. Including interviews with senior leaders from British Gas, IBM, Fuji Xerox, Ogilvy APAC, Oracle Marketing Cloud and Salesforce and thousands of respondents to a survey, the report looks at the challenges that B2B companies face and how they have responded […] Marketing measurement and analytics: What you need to know.  There has never been as many opportunities to measure the impact of marketing campaigns but there has never been as many chances to get it wrong. Digital channels have led to an explosion in available data, offering the chance for marketers to engage, personalise and attribute the success of campaigns. It does, however mean […] How marketers learn. Business and society is changing at a frenetic rate and marketers are at the forefront of technological and behavioural shifts. In the face of this, it is difficult but even more important to take time out to learn and develop. Based on interviews and a survey of hundreds of senior marketing leaders this report highlights […] How to build and execute an ecommerce proposition. As more and more sales gravitate online, the opportunity for businesses to boost revenue and profit grows daily. It is not, however, enough to ‘build it and they will come’. Marketers need to carefully plan and develop their propositions or risk getting lost in a very crowded environment. This report will help you create your […] Creating and executing a content marketing strategy. Content marketing is considered by many to be the silver bullet solution to engaging with consumers weary of traditional push advertising. But what is it, and how can you build an effective content marketing strategy that helps execute your marketing strategy. Pulling together insight from interviews from senior marketing leaders and content strategists from some […] Consumers ‘nervous’ as confidence stays stuck in the doldrums. Consumer confidence has been stuck in negative territory for almost three years, with no sign of reprieve until the “Brexit clouds clear”. The top 50 customer experience professionals revealed. The CX50, compiled by Marketing Week in partnership with Zone and Cognizant, recognises the individuals who are currently excelling at creating best-in-class customer experiences, demonstrating innovation, influence and impact in their organisations and beyond.