Ellen Hammett
Marketing Week Mag
United Kingdom
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Past articles by Ellen:
Tesco sees customers switch from Aldi for first time in a decade
Tesco's brand health is at the highest level since 2011 after recording improvements in customer perceptions across all key areas. → Read More
The Guardian's chief customer officer Anna Bateson to depart – Marketing Week
Bateson has been instrumental in the Guardian's recent rebrand and move towards supporter-led journalism. → Read More
UK consumer confidence gets a boost but is it a 'dead-cat bounce'? – Marketing Week
There have been particularly strong increases in measures for future perceptions of personal finances and the economy this month, however it remains to be seen whether this will translate into a better economy that marketers can get their teeth into. → Read More
New Sainsbury’s boss promises to ‘listen more to customers’ as he promotes CMO to the board – Marketing Week
The new CEO of Sainsbury's believes the changes will help the supermarket get closer to customers, who he also says he will be spending a lot more time with in focus groups. → Read More
How circulation reporting change aims to help newsbrands share 'message of growth' – Marketing Week
ABC is looking to better help publishers manage the narrative that suits their strategy, with News UK one of the publishers that will take up the option to report its figures privately from now on. → Read More
How one brand is tackling 100 years of ‘failed’ femcare – Marketing Week
Direct-to-consumer femcare brand Callaly is hoping its first big marketing investment will send a clear message about the need for more female-led innovation in the sector. → Read More
Meet the startup tackling plastic waste with seaweed – Marketing Week
The sustainable packaging startup has been working with brands including JustEat, Unilever and Lucozade and believes it will compete directly with plastic in a few years. → Read More
'Hello Boys': How Wonderbra caused global fever and won the bra wars
Wonderbra's Hello Boys campaign from 1994 is considered one of the most iconic ads of all time. But it almost didn't happen - until Eva Herzigová walked into the room. → Read More
Heinz, Tesco and Aldi behind 'most effective' Covid-19 ads – Marketing Week
Brands that avoid generic messages about staying at home, togetherness or looking to the future with optimism are more likely to resonate with consumers during the pandemic. → Read More
Equity, affinity, innovation: What brands can learn from range rationalisation
The necessary reduction of products and ranges as a result of Covid-19 has given brands a chance to take stock of their portfolios, listen to their customers and think about how they can play a better role in consumers' lives long-term. → Read More
A new way of shopping: How habits are changing as Brits adapts to lockdown
Tesco boss Dave Lewis has declared the weekly shop is back in fashion, while new data from Kantar raises questions over whether these habits will continue beyond lockdown and how that might shape the grocery market post-Covid-19. → Read More
Major purchases 'less of a priority' as UK adjusts to life under lockdown
Consumers' attitudes towards the economy, their personal financial situations and purchasing have stabilised but they are still only hovering just above the historic lows recorded in 2008. → Read More
3 questions I wish I’d asked as a junior marketer: Facebook's Michelle Klein
Michelle Klein may have a seat at Facebook's top table, but there are still questions she believes she could have asked sooner that would have benefited her marketing career. → Read More
Marketers told to 'hold their nerve' as budgets drop at fastest rate since last recession
The latest IPA Bellwether survey shows the coronavirus pandemic has caused broad-based cuts to all forms of marketing activity, but this is a 'high risk strategy' and marketers are being urged to think twice before pulling spend. → Read More
John Lewis prepares for 35% hit to sales this year
An almost doubling in online sales has not been enough to offset sales lost through store closures due to the Covid-19 pandemic as new chairman Sharon White accelerates plans to modernise John Lewis. → Read More
Why one snack brand launched an outdoor campaign in a lockdown
Faced with the realisation that not many people would see its first outdoor ad campaign, Emily Crisps had to find ways to ensure it had impact in other media. → Read More
Tesco asks customers to take part in new Food Love Stories campaign
The latest campaign from the UK's biggest supermarket asks the nation to create and dedicate a special dish to a loved one and share it on social media. → Read More
Aldi UK launches online grocery service to help with covid-19
Aldi's first move to sell groceries online will see it offer food parcels for £24.99 that include 22 items as standard such as tinned soup, rice, pasta, antibacterial handwash and toilet roll. → Read More
'Better than Vegas': How Sainsbury's got the world talking
It started with an unsuspecting trolley tunnel in Bude and ended with a 276% increase in social share of voice and marriage proposal that went global. → Read More
Easter in lockdown: What are the opportunities for retailers?
As the UK's first bank holiday weekend in lockdown approaches, what does a stay-at-home Easter look like for Britain? → Read More