Colin Lewis: One word sums up why now is the best time to be a marketer
The level of opportunity open to marketers today means marketing’s golden age is now. The challenge, however, is working out which opportunity to seize first.
Colin Lewis: How to be a modern day marketing mystic
Marketers no longer need fortune-tellers or clairvoyants to advise them what will happen in the future, a quick look at Google, Apple, Facebook and Amazon’s results suggests where the industry is headed.
Colin Lewis: We need evidence-based marketing to save us from the fads and fashions
It is all too easy to base marketing strategies on hope, fear, what has worked in the past and what others are doing, but the best marketers will hinge their decisions on the facts.
Colin Lewis: The days of the FMCG marketing hegemony are numbered
The B2B marketing mindset of building ongoing relationships with customers rather than seeing them as one-time buyers is being adopted by businesses across the board so why are the FMCG giants still seen as the Holy Grail of marketing?
Colin Lewis: There’s no talent shortage, just a broken recruitment system
Recruitment processes too often serve to exclude talent in favour of those with the same skills and experience, so it’s time to change your approach.
Colin Lewis: Brands in the West need to find their own ‘red envelope’ strategy
Chinese New Year provides a perfect reason to look to the East for inspiration on how to innovate in one of the big untapped markets: mobile payments.
Colin Lewis: Rich people’s habits today will be the mainstream trends of tomorrow
Once, rich people used their money to buy bling, now they use it to buy customised goods and services that give them back their time – and one day, so will we.
Colin Lewis: The key to marketing success is changing your mindset
Marketers are prone to a fondness for their own ideas and beliefs – something you must erase from your mindset in order to succeed.
Colin Lewis: Creativity is just collecting other people’s ideas
Being a good marketer comes from having a wealth of insight about a broad spectrum of things – not just marketing.
Colin Lewis: Machiavelli was right – it is better to be virtuous than fortunate
The path to leadership doesn’t always match the advice being dished out so perhaps marketers should look elsewhere for inspiration.
Colin Lewis: Your marketing reading choices are crucial, so make them wisely
The ancient texts that shape modern culture are well known to most and have survived for centuries, which led me to wonder: which marketing texts will still be around in 400 years?
Colin Lewis: Future leaders will need a compass, not a map
In an uncharted world of exponential change driven by technology, marketing leadership means depending on judgement as much as data, and personality as much as skills.
‘Marketers are at risk of being driven by data’ – Diesel CMO
Data can help drive the creative process but many in marketing are overestimating its contribution, according to Diesel’s chief marketing officer Dario Gargiulo.
Unilever, Apple, Cannes Lions: 5 things that mattered this week and why
From Unilever’s Keith Weed calling out influencer marketing and other key moments from Cannes to the results of 20 years worth of salary survey data, we round up all the marketing news you need to know from the past week.
Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions
Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.
P&G: If you aren’t doing multicultural marketing, you aren’t doing marketing
Cannes Lions 2018: Marc Pritchard believes the days of marketing to a general audience are over, and with people wanting to see themselves in ads brands will have to start representing their whole audience.
