Ageism: Is marketing ‘obsessed’ with hiring digital natives?
Molly InnesFrom a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.
‘A rocket ship ride’: Microsoft’s CMO on 30 years at the brand
Molly InnesHaving spent around half of his three decades at the tech giant in marketing, Capossela believes his breadth of experience – including a role as speech assistant to Bill Gates – has helped him succeed.
BT on why it won’t shy away from ‘spiky topics’
Molly InnesDeciding to “step up” and take a stand on online hate with its ‘Hope United’ campaign, BT knew it needed to move away from the standard campaign process in order to succeed.
Reach: Consumers aren’t sat at home thinking about brands
Molly InnesBrands should be bringing their purpose inwards, not outwards, says Reach’s director of market insight and brand strategy Andrew Tenzer.
Microsoft CMO: Marketers need to ‘get over their imposter syndrome’
Molly InnesMarketers are the equals of their peers in sales and finance, argues Microsoft’s Chris Capossela, who believes marketing can build brand love by focusing on price.
Marketing bodies react as government commits to new digital legislation
Molly InnesThe planned introduction of new digital competition rules and a new UK data protection regime heralds “enormous change” for the advertising sector, ISBA says.
How brands are tackling ageism from the inside out
Molly InnesWith the age makeup of marketing teams persistently skewing younger, brands from the Phoenix Group to Saga are putting recruiting and retaining age diverse talent high on the agenda.
Growth Hacks: Cushelle on acting like a leader
Molly InnesAdopting a confident position, sticking to the plan and building relationships has helped Cushelle in its mission to change the makeup of the toilet paper sector.
Innocent calls on industry to join forces to avoid ‘greenwashing’
Molly InnesTwo months on from weathering ‘greenwashing’ claims, Innocent wants to devise a common framework for communicating about sustainability to ensure brands aren’t fearful speaking out.
‘There’s a danger it becomes the Elon Musk show’: What Twitter’s takeover means for brands
Molly InnesFrom debates over transparency and moderation, to what he really means by “freedom of speech”, what does the Tesla CEO’s Twitter takeover mean for brands?
Saga on why its age diverse workforce is helping it become a ‘superbrand’
Molly InnesSaga believes its commitment to retain and value age diverse talent will help the business thrive amid the ‘Great Retirement’.
Netflix eyes ad potential as subscribers fall
Molly InnesAfter losing 200,000 subscribers in three months, CEO Reed Hastings says the streaming giant is “quite open” to offering a lower cost, ad supported service.
Brands on why loyalty is their ‘secret weapon’
Molly InnesWith new research revealing a 7% drop in consumer participation in loyalty schemes, brands from Boots to BMW are innovating their propositions to keep consumers engaged.
How Sky Broadband is using creativity to make the ‘intangible’ tangible
Molly InnesSky is switching its focus from functional to emotional messaging, as well as adopting a “70/20/10” rule to drive innovation, as it looks to cut through the crowded broadband space.
Meet the marketers turning the tide on ageism
Molly InnesBrands are often accused of being too ‘youth focused’, but some are trying to bring about change, starting with seeing consumers aged over 50 as individuals.