Marketers must rethink campaign production to become more sustainable
MaryLou CostaThere’s a gap between marketing and wider business sustainability goals – but a new report highlights what action marketers can take to bridge it.
How marketers can escape the ‘productivity paradox’
MaryLou CostaBeing consumed by ‘work about work’ is leading to heightened burnout and imposter syndrome among marketers, but new research from Asana sheds light on a way out.
How marketers can reconnect with customers and colleagues in a digitised world
MaryLou CostaWith the world of work and brand interactions both becoming more digital, distance will remain a factor in relationships with teams and customers, but forward-thinking marketers are strengthening those connections with strategic use of incentives.
How progressive brands are bridging the gap with diverse communities
MaryLou CostaDespite one in six people in the UK being from an ethnic minority, only a third feel represented in marketing. But forward-thinking brands show what it takes to bridge the gap by partnering with influencers, local media and events.
How brands can use ‘human-centred’ AI to help create business value
MaryLou CostaMany companies are investing in enterprise AI – from AI assistants to predictive analytics and intelligent workflows – to help unify people, process and technology and emerge from the pandemic smarter and more resilient.
Why brands are taking a pragmatic approach to experiential marketing
MaryLou CostaHas a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
Why brands need to react to customers in real time
MaryLou CostaSenior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown
Has the pandemic accelerated a digital shift, or is it a temporary blip?
MaryLou CostaHas digital acceleration come at a cost to long-term brand-building – and will brands and consumers revert to old patterns post-Covid? Marketers at the latest Marketing Week and Salesforce roundtable debated the balance of strategic planning versus lean agility.
Waxing lyrical about the future of music discovery
MaryLou CostaShazam has come a long way from its beginnings as a music discovery service. MaryLou Costa talks to Beatrice Farina, VP of marketing and communications, about the brand’s evolution, its move into TV and what developments the future may hold.
Travel guru explores new routes
MaryLou CostaThe travel guide business is looking to the future by repackaging its content in digital form to reach a new generation of adventure seekers while remaining true to its 39-year-old brand identity.
Leading from the front
MaryLou CostaThe panel Andrea Dalglish, head of communications, The NFC GroupHelen Dickenson, head of communications, John LewisDavid Hamilton, head of public relations and engagement, Action for ChildrenEdmund King, president, The AAFiona Wilkinson, senior vice-president, corporate communications, Visa Europe Marketing Week (MW): Is PR seen as a strategic business tool within your organisation? Edmund King (EK): PR […]
Women want cosmetic brands to work harder
MaryLou CostaIt’s time to kiss and make up: women want beauty brands to do more than one thing and simplify the process of looking good.
British Superbrands show strength despite weak economy
MaryLou CostaThe results of the annual Superbrands ranking are in, showing the prowess of British brands.
Style and function is back on the block
MaryLou CostaGood design is back on the agenda says a Marketing Week survey, as more brands make the link with a strong bottom line. But the battle for buy-in isn’t won yet, say marketers.
Dawn Porter’s campaign for moist wipes is a damp squib
MaryLou CostaMaryLou Costa is a key member of the Marketing Week features team and her blog brings her unique Australian perspective to brands. She also oversees the Market Research Focus weekly bulletin.