Paul Geddes on turning Direct Line into a brand-driven business
The CEO and former marketer is committed to creating differentiation in what many consider a commodity marketplace.
How to become a CEO
Steve HemsleyGaining experience across different sectors and disciplines can make you an attractive candidate and a more rounded marketer, however company ‘lifers’ can be just as successful. The key to becoming a CEO is credibility and a broad business understanding.
EasyJet CEO Carolyn McCall on how marketers can soar
Leonie RoderickWhen it comes to climbing the career ladder and gaining a coveted place at the boardroom table, easyJet’s CEO Carolyn McCall believes marketers are “fantastically” placed to do so. But to become a senior leader, confidence is key.
What marketers can learn from the ‘fintech’ disruptors
Jonathan BaconFinancial technology brands are shaking up what has been a stuffy and inaccessible industry by meeting changing consumer demands head-on, and marketers stand to learn a great deal from their disruption.
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?