Ruth Mortimer

Editor of Marketing Week and content director for Centaur Marketing (Econsultancy, Marketing Week, Creative Review, Design Week, Celebrity Intelligence, Fashion Monitor, Year Ahead and Foresight News).

Thinking the unthinkable about how to do business

Ruth Mortimer

Some universally accepted beliefs about how to do business are just plain wrong, according to new myth-busting research. Marketing is full of myths. There are certain beliefs about how companies should do business that everybody seems to buy into. And like all good stories, as more people accept and pass them on, these myths gain […]

Brand experience is right retail strategy

Ruth Mortimer

This week, I had breakfast with Angus Thirlwell, chief executive of retail brand Hotel Chocolat. While our chocolate-themed snacks might not have been the healthiest experience for my body at 8.30am, we both had something more important on our minds – how to get the brand experience right for the customer. It’s ambitious, experience-obsessed businesses […]

Ruth Mortimer on global vs local

Ruth Mortimer

Two major brands have announced they are no longer relying on local marketing directors in the UK. Coca-Cola has scrapped its GB marketing director position altogether, while Kraft has decided that while the position will exist, marketing will be led centrally from Europe.