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Søren Hagh, Heineken: With thousands of executions a year brands need a new creative process
Soren HaghThe basic tenets of marketing are not changing, but with brands producing thousands of pieces of creative each year, a new framework is needed to ensure greatness.
Tinder CEO Sean Rad on why innovative brands need an ‘aura of naivety’
Mindi ChahalThe chief executive of social dating app Tinder believes innovation in brands comes from people “who are not experts in their field” and being naïve can help leaders be more creative.
Marketers wasting £600m a year on unseen digital ads
Leonie RoderickOnline ad viewability in the UK has increased four percentage points to 54% in the first quarter of 2016, according to a new report. But £600m is wasted annually as 46% of banner ads are not viewable.
Efficient marketing and CMO tenure: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the impact of marketing budgets being cut to the value of longevity, it’s been a busy week. Here is my take.
Netflix subscribers climb after password sharing crackdown
Grace GollaschNetflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why we go to Iceland’: Iceland tweaks long-running brand slogan
Niamh Carroll‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
Marketers on the ‘perfect blend’ of internal talent and external expertise
Ellen HammettIn a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?