Diageo’s CMO on how marketers can succeed in a volatile and chaotic world
Charlotte RogersTo cope in a volatile world, marketing leaders must be prepared to embrace change and feel able to ask for help, according to Diageo CMO Syl Saller.
To cope in a volatile world, marketing leaders must be prepared to embrace change and feel able to ask for help, according to Diageo CMO Syl Saller.
We arm you with all the marketing stats that matter this week including nine in 10 UK marketers manage international campaigns and executives blame advertisers for misplaced ads.
New research from Kantar Millward Brown reveals for the first time how creativity, disruption and great advertising can help companies grow their brand value at a far greater rate.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Voting for the ‘Brand of the Year’ at this year’s Marketing Week Masters awards will close at 4pm on 6 July, so this is your last chance to choose your winner from Asos, The Guardian, Harry’s, Heineken, Ikea, KFC, Lloyds Bank, Quorn and Wetherspoons.
Agencies, like brands, need consistency. Agencies used to have access to the C-suite within brands but that’s no longer the case. It’s time for agency leaders to step up and rebuild agency C-suite relevance again.
With the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.
From New Balance’s first World Cup campaign and Sky’s loyalty scheme reducing churn to the fact beauty influencers deliver an ROI of £8.81, we round up all the marketing news you need to know from the past week.
Despite working at one of the world’s biggest tech brands, global CMO YH Lee believes her background in consumer goods has helped the brand shift its marketing focus from product back to the customer.
Aldi’s marketing director Adam Zavalis believes the brand captured the UK public with its ‘Like Brands, Only Cheaper’ campaign by refusing to put “a sheen over real life”.
The initiative, created by Diageo’s procurement team, aims to create a set of principles around how the brand and its agencies work together with the aim of improving the quality of its creative work.
When Braze rebranded from Appboy last year, it wasn’t just trying to broaden perceptions of its expertise to more than apps, it wanted to improve collaboration, explains its senior vice-president of marketing Marissa Aydlett.
When Cadbury launched ‘Gorilla’ in 2007 the brand was suffering after a salmonella scare, and despite the brand’s former marketing director admitting it was the hardest concept he’s ever had to sell, the ad went on to increase sales by 10%.
The 2018 FIFA World Cup is predicted to inject an additional $2.4bn into the global ad market, as the tournament’s ‘younger’ audience encourages advertisers to showcase the brand building powers of social media.
Plus Coca-Cola wants young people to help solve community issues in the US and Unilever’s Sunsilk shampoo ad creates debate about transgender stereotypes.