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The Post Office’s Pete Markey on why it’s never too early to start acting like a CMO
Pete MarkeyThe Post Office CMO Pete Markey encourages every marketer, no matter their level, to take control of their career and plot their own development plan if they have ambitions to take on the top role.
How brands are using gamification to boost engagement
Thomas HobbsMobile gaming is now big business with players of Candy Crush Saga spending $1.3bn on in-app purchases alone last year and the total estimated value of the mobile games market now at $25 billion. And brands including restaurant chain Zizzi and Marks & Spencer are honing in on gamification in a bid to boost customer engagement levels.
How Tesco, Mondelez and Unilever are moving beyond advertising to connect with consumers
Thomas HobbsWith chief executives and senior figures from the likes of Tesco, Unilever, Mondelez, Morrisons and Sainsbury’s all speaking, here are Marketing Week’s five key takeaways from today’s (October 6) The Big Debate event from the IGD.
McDonald’s on why the ‘stillness’ of its marketing strategy sets it apart
Niamh CarrollWhile its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Pre-testing ads is not divisive, it’s a no-brainer
Mark RitsonAgencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
Primark bolsters brand investment as it looks to ‘go beyond’ price, product and stores
Niamh CarrollThe retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.