How Shell has bridged the gap between brand marketing and data
Charlotte RogersThe transition from brand marketer to global head of CRM at Shell Retail has taught Sherine Yap the value of commerciality, storytelling and being pragmatic.
The transition from brand marketer to global head of CRM at Shell Retail has taught Sherine Yap the value of commerciality, storytelling and being pragmatic.
Donald Trump’s chaotic presidency is highlighting the importance of trusted news brands and driving consumers towards the only model that can save the industry – paid subscriptions.
Marketers are increasingly moving away from paying their agencies based on fees and incentives and instead adopting compensation models in a bid to ‘simplify’ pay models, according to a ANA report.
The internet giant claims its “cutting edge” machine learning work will help advertisers better understand the consumer journey and therefore how their marketing leads to a sale.
The easyJet CEO advises marketers to think carefully about what innovation really means to both their customers and their business, as well as consider how they can use digital transformation to create a personalised experience.
Retailers including John Lewis, Ryman, Debenhams, Iceland and New Look have signed up to the scheme, which is supported by charity RetailTRUST and designed to improve long-term financial management and therefore employee wellbeing.
Previewing his Cannes Lions keynote session, Unilever chief marketing and communications officer Keith Weed says focusing on quality and diversity will make consumers more open to ads where they see themselves reflected.
Pomphrey will join the soft drinks brand as UK head of marketing in June after 10 years at Innocent.
Brand safety is not a new problem but businesses need to be even more vigilant in the digital world.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Glenfiddich and Hendrick’s owner William Grant & Sons is pioneering a two-year in-house training programme to equip its marketers with new skills and raise the profile of marketing across the business.
We round-up all the marketing news that matters around the world this morning.
Marketing attribution nearly always excludes inconvenient data or pointlessly analyses events you can’t influence, but with long-term goals and the right audience insights it could work much better.
Learn why social is now an established channel for customer acquisition, retargeting and engaging existing customers to support retention programmes.
With McDonald’s pulling its latest ad after just four days following consumer complaints, are more brands bowing to the pressure of social media and canning their creative to prevent further brand damage?