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Evidence suggests marketing departments are not just staffed by trained marketers, with data analysts, IT programmers and business strategists becoming essential components of the team and brands actively seeking candidates with varied skill-sets.
British Airways’ recent marketing restructure will put marketing at the centre of its strategy as it attempts to keep up with the emerging trend, which sees marketers partner with commercial teams as well as focus on the consumer.
‘Post-demographic consumerism’ (aka attitude, not age) and other hot topics for 2015.
While the UK’s ad market grew 6% in 2023, total growth when discounting high inflation rates was -1.2%, according to the latest report from the AA and WARC.
Inclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.
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.