How brands are responding to the divisive politics of 2016
As brands including Kellogg’s, Lego and John Lewis are drawn into highly contentious political debates, Marketing Week considers the challenges facing brands in a turbulent era.
Marketing in the age of Trump
Jonathan BaconDonald Trump has rewritten the rules of political communications with a campaign that has earned billions of dollars’ worth of free media coverage and shown the power of emotion over reason.
Three months on from Brexit: What now for brands?
Jonathan BaconMany brands are still in a state of flux post-Brexit and while there are early signs of resilience marketers will need to be flexible to deal with ongoing uncertainty.
Donald Trump’s election is a victory for emotion-led marketing
Jonathan BaconDonald Trump has succeeded in appealing to voters’ emotions during the US presidential campaign, but marketers should not rush to copy the tycoon’s tactics.
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?
Pernod Ricard on ’empowering’ its marketers to communicate on sustainability
Niamh CarrollGreenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.
Soft skills trump functional marketing expertise, study finds
Charlotte RogersLeadership, communication and strategic thinking are the skills most prized by CMOs, according to new research, with functional experience lagging further behind.
Marketing recruitment intent slows as cost concerns put brands off
Molly InnesExclusive data from IPA Bellwether shows more brands are expecting job losses this quarter compared to last.