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.
While some brands do admit to flouting the rules, others are opting to work with micro-influencers in order to build trust and increase credibility.
The introduction of the chief growth officer position more than 18 months ago has focused the minds of Coca-Cola’s marketers on business growth, rather than awareness and winning Cannes Lions awards, as it looks to reach new consumers and boost brand loyalty.
Agencies’ commercial credentials, innovation and workplace wellbeing are being celebrated in Marketing Week’s sister brand Oystercatchers’ relaunched awards.
Customers expect more natural communications from brands today, with marketers having the challenge of creating a personal connection, increasingly through the use of automation.
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