From identikit ads for small businesses to the same outdated image of the over-60s, creatives need to look beyond the obvious and stop falling into the same old traps.
Covert insults in research groups, demeaning consumer descriptors and polarisation in the workplace are creating an out-dated and churlish impression of the industry, which if not addressed will be to its detriment.
CEOs might be making difficult demands of marketers to be more agile and entrepreneurial but they are right that marketing needs to move beyond its traditional plate-tectonic pace of progress.
To create long-term, sustainable growth, brands need to stay ahead of the game by creating products and services consumers don’t even know they need yet.
The best marketing practitioners develop strategies based on sound theory, but they are pragmatists when it comes to driving it through.
From Facebook ads to marketing budgets, we arm marketers with all the important numbers, data and statistics they need to tackle the coming week.
The B2B brand’s ‘Keeping Business Moving’ campaign shifted the conversation towards lifetime value, resulting in its annual sales record being broken.
In this new series, Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
CEOs who hoard responsibility for customer experience aren’t just frustrating their CMOs but also harming their own business prospects, says Smart Energy GB chief executive Sacha Deshmukh.
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