Ahead of the Marketoonist’s 15th anniversary and his appearance at the Festival of Marketing, we ask Tom Fishburne how his illustrations have documented marketing’s evolution.
Story of my CV: Having worked at Apple, Expedia and Skype at pivotal times for each brand, John Veichmanis has been at the forefront of digital innovation throughout his career, something which he has taken to his current role as CMO of luxury marketplace Farfetch.
A round-up of the week’s most important marketing news including new viewability standards, the National Lottery’s social media fail and brands taking back control of digital ad spend.
Four years ago Greggs was struggling to win over customers but CEO Roger Whiteside has turned things around by shifting focus from bakery to food-on-the-go.
A National Lottery Twitter campaign has been hijacked by trolls, but marketers would have seen it coming if they weren’t so absorbed in their fantasies of ‘brand love’.
The frozen food brand wants to be famous for shining a light on diversity as it sets a new direction for the brand focused on modern families.
Setting goals doesn’t mean expressing your hopes, but instead planning the steps required to achieve them.
New research by the WFA finds that global brands are making extensive changes to how they buy digital media in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
With the affiliate marketing industry worth £1.3bn and forecast to grow, it continues to adopt new technologies and ways of working to meet the needs of brands.
Plus why the Australian ad watchdog says it won’t consider complaints for ads about legalising same-sex marriage and Nielsen adds Facebook, YouTube and Hulu views to its digital ratings.
Asda posts first increase in sales for three years as it says focus on price and customer experience has helped attract new shoppers.
When Roger Whiteside became CEO of Greggs in 2013, its sales were in freefall, with some critics questioning its future. But four years later and things are very much on the up.
Welcoming highly skilled professionals back into the workforce after a long-term career break could represent serious financial benefits for both businesses and the wider economy.
Far more important than relationship building, people management or vision, strategic thinking is the key leadership attribute marketers need to succeed.
According to Marketing Week’s major new study on the ‘Anatomy of a Leader’, modern marketing leaders are focusing on driving strategy and using their skills to champion the next wave of talent, rather than attempting to be brilliant at everything.
Modern marketing leaders are refocusing their energy on sales and commerciality, building on their fundamental functional skills to drive tangible business success, according to Marketing Week’s major new study on the ‘Anatomy of a Leader’.
The marketing leaders of today are not necessarily digital experts or transformation specialists but commercially accountable strategic thinkers.
As part of Marketing Week’s exclusive Anatomy of a Leader research we have devised a short test to see if you have the necessary skills and attributes needed to become a marketing leader.
From sales and commercial awareness to campaign planning and innovation, what are the key skills modern marketing leaders need?
In an uncharted world of exponential change driven by technology, marketing leadership means depending on judgement as much as data, and personality as much as skills.
Using data to understand shoppers’ real behaviour and target them individually is the route to Christmas sales success. Criteo’s John Gillan gives marketers four festive insights.
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
UK grocers are under increasing pressure to offer transparent pricing, but there are still opportunities in deals and discounts if marketers target the right categories.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
The Data Storytelling Awards celebrate excellence in the use of data tools and techniques in insight and analytics.
We round up all the important news in the marketing world.
Inspiring ideas to expand your mind on the way to work.
As the 2017/18 Premier League season kicks off today, Huddersfield Town commercial director Sean Jarvis discusses the Terriers’ plan to take on the big boys with a new brand identity.
Top global marketers discuss the key attributes a modern marketing leader needs to succeed in 2017.
Q3 has begun, and it is time to start thinking about the holidays. From Amazon’s Prime Day and Back-to-School sales through the busy holiday rush at the end of the year, use this guide to start planning your promotions.
In order to engage with your customers in real time, customer care organisation needs agile tools that empower them to deliver the kind of top-notch customer service that builds relationships and positively impacts the business. Learn what it takes to not only survive in this new landscape, but to thrive.
With channel diversification and media mixes becoming more complex, the number of metrics that can be tracked in an advertising campaign has increased dramatically. Tracking everything is a difficult task, and marketers need to align the metrics they are tracking with the objectives of the strategy or campaign.
How UK and US marketers are using data in 2017, future trends and how that aligns with consumer thinking.
Did you know that Facebook now boasts 1.8 billion monthly active users? And with ad revenues in Q3 2016 reaching an incredible $6.8bn, it is no wonder why more and more retailers are finding it difficult to resist the platform’s immense advertising potential.
There are millions of apps throughout several app stores. This means that more than ever, it’s vital to have a plan for keeping your app alive and successfully generating revenue. We have whipped up a mobile marketing cookbook; inside you will find steps to perfect your push notification recipe.
The pace of change in digital media is dizzying. With constant innovation and increasing complexity, it is not surprising that many marketers feel both out of control and out of their depth. Taking control of and responsibility for digital is the key to becoming a better marketer. This guide covers advertising efficiency, programmatic media buying, […]
The General Data Protection Regulation is coming in 2018, bringing with it changes to data protection and compliance laws backed by huge fines. This is a big deal for marketers. Communicator’s guide to what is coming is the first in their series, telling you what to expect and giving you a starting point to assess […]
In today’s fast changing world of changing political landscapes, emergent technology, accelerated competition and seismic cultural shifts, growth has never been harder to come by. Deploying behaviour change strategies remains a key tool for global brands to unlock growth without the scale of investment and risks inherent in innovation.
Kick-start your multichannel, one-to-one customer engagement strategy. Download ‘The secret recipe to create the ultimate digital retail experience’ to discover the challenges of providing a personalised shopping experience and how to overcome them, including examples of how retailers are already doing this today. What is the ultimate digital retail experience? Why experience matters in the […]
In an increasingly competitive travel marketplace, driving engagement and bookings with important travel audiences is an enormous challenge for brands. To help supplement the need for high-quality, personalised content at scale, many brands have turned to travellers’ own content on networks like Instagram and Facebook. But what motivates travellers to create and share brand content? […]
As a branded manufacturer, do you sometimes feel like you’re adrift in the rising tide of ecommerce – unsure of which direction to turn? Retailers have adapted to ecommerce, and most sell their products online. But for brands, it’s different. Each brand has unique needs and circumstances that dictate whether they should sell directly to […]
We round-up everything you need to know from the marketing world this week including major research into what it takes to be a marketing leader, Diageo’s new marketing role and the Google gender diversity row.
The social platform says it wants to “enhance” its ad offering, develop its programmatic tools and prove the effectiveness of its advertising.
Marketing Week reviews the latest books for marketers.
Even the best marketing strategy, driven by the deepest of customer insights, will go nowhere if you can’t convince colleagues it is the right course of action.
Livestreamed events, such as Nike’s recent #Breaking2 record attempt, represent a big opportunity for brands looking to be seen as authentic.
Resilient growth hunters ready to grab the opportunities of the gig economy will be the marketing leaders of the future, according to the General Electric CMO.
Plus Australian alcohol brands face new ad rules and the launch of Verizon’s new loyalty programme.
The cross-industry group hopes to create a “baseline quality” for what counts as a viewable impression across Europe in the latest step towards a consistent, global standard.
Brands need to deliver quality across everything they do, it is then marketers’ job to share the core product messages as part of a compelling narrative.
Supermarket chain has pledged that it will not sell ‘fake farm’ own brands despite success of the ranges at rivals including Tesco and Asda.
The most popular ads on YouTube last month included Three’s Go Binge, Ford’s new ‘Go Further’ campaign and the actor who played Hodor in Game of Thrones trying to deal with demand for KFC’s new chicken and rice lunch.
The drinks company is creating a new director of culture and entertainment, media and futures role to fuel growth in the “growing discipline”.
The laundry app’s chief Ed Relf on building brands by focusing on trust and why marketers make the best entrepreneurs.
The Google memo by engineer James Damore, attacking the company for pursuing gender diversity, shows how damaging it is to make sex-based assumptions – but it also reveals big political problems for the web giant.
Learn how to achieve a foolproof experimentation strategy.
As sales growth slows and shares hit a four-year low, many are questioning whether Under Armour has lost momentum.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
As the UK government announces plans to overhaul UK data protection laws, meaning the European Union’s General Data Protection Regulation (GDPR) will be transferred into UK law, Tanya Joseph asks what it means for marketers.
In the second of three articles on the future of retail, Zenith USA’s head of innovation Tom Goodwin says marketers must get used to everything being a ‘shoppable layer’ of retail, placing their brand wherever sales can happen and shortening the path to purchase.
Inspiring ideas to expand your mind on the way to work.
We round-up everything you need to know in the marketing world.
Catch up on all the week’s big marketing news including Sky launching a new loyalty scheme, Coca-Cola exploring sustainability in its advertising for the first time, and Morrisons bringing Safeway back.
The Japanese sports brand is overhauling its marketing strategy as it looks to become known for more than just running gear.
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