Fear and flattery from your agency partners will get you both nowhere
Robin BonnHaving conditioned your agencies for deference, they now favour flattery over frankness. This harms your interests as much as it does theirs.
Having conditioned your agencies for deference, they now favour flattery over frankness. This harms your interests as much as it does theirs.
Media buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
The professionalisation of marketing has brought many benefits – but that innate ability to spin a yarn to capture the attention of the board has been left in the past.
Marketers never truly know their influence over demand, but for B2B brands what’s more important is choosing the types of revenue to go after.
Tight positioning, a respected brand heritage and refusal to overcomplicate things means when it comes to uniting distinctiveness and differentiation, KitKat has it licked.
Research suggests most marketers grew up in a household where the highest earner was social grade AB – to better represent people of all walks of life the industry needs to diversify.
From setting the context to being clear on the question you are answering, our marketer on the inside shares how to ensure board level conversations go to plan.
Ideas generation is a job for people, not data. But when data is paired with good ideas it can be powerful.
Last year was dubbed the ‘Year of the Girl’ but with marketing’s gender pay gap stuck at the 16% mark and women revealed to be taking on more additional responsibilities than men for no extra pay there is clearly still work to be done.
The best bits of both brands rub off on each other, while playing with brand codes makes them more salient – but only because they’ve laid decades of groundwork.
Technocratic marketing speak is picking up where supercalifragilisticexpialidocious left off – and it’s not making anyone’s job any easier.
The ice cream brand and its famed agency achieved one of the great UK product launches 30 years ago. Will they have the same chemistry again?
Competing priorities will hold you back in this time of budget pressure and economic stagnation, so focus only on creating an offer that meets customer needs.
Brands and agencies are already using GenAI and AI in myriad ways, from segmentation to creative testing, and from media planning to measurement.
There is real clarity in simplicity, but it takes hard work and awareness. Here are three simple approaches marketers can take to achieve that sometimes elusive goal.