BT has agreed to offer rival operators equal access to its network and cut wholesale prices following Ofcom’s review of the telecoms industry. Central to the agreement is a pledge by BT to set up a new Access Services division to provide rivals with transparent and equal access (Cover Story, page 26).
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.