Marketing Academy unveils 2014 scholars
Ruth MortimerMarketers from L’Oreal, Tui, Camelot, ITV and Lloyds Banking Group are among the 30 new executives who will be embarking on the Marketing Academy 2014 Scholarship Programme.
B2B and tech brands: if you have a visionary, put us in the picture
Ruth MortimerEverybody thinks they work in technology. Supermarket Tesco is the latest non-technology brand to announce that it will create its own “aggressively priced” smartphone this year, which it claims will rival the Samsung Galaxy S5.
Our Marketing Week Vision 100 revealed
Ruth MortimerMarketing Week has revealed its inaugural Vision 100 list of the most forward-thinking marketers, entrepreneurs and businesspeople.
Welcome to the future of marketing
Ruth MortimerI’m delighted to reveal our inaugural Vision 100 list of the most forward-thinking marketers, entrepreneurs and businesspeople.
Marketing Academy launches apprenticeship event
Ruth MortimerThe Marketing Academy, the non-profit mentoring organisation of which Marketing Week is a founding partner, is putting on an event aiming to raise money for its Merlin’s Apprentice Fund.
“Global peace is not just an ethical ideal – it helps the bottom line too”
Ruth MortimerIf you were to list the most difficult jobs in the world, establishing world peace would probably sit at number one.
“Ban the word mum from segmentation: there is no identikit person”
Ruth MortimerIf you’re a regular reader of Marketing Week, you’ll probably be able to spot that I am female. You may not be aware that I am also a mother.
Getting to grip with the current buzz around digital
Ruth MortimerFeeling low on marketing inspiration? The old phrase ‘get your thinking cap on’ may not be too far off the mark. An academic study has found that a person’s ability to learn can be enhanced by wearing headgear sending a mild electrical current to the brain.
Four critical characteristics of the modern CMO
Ruth MortimerWhat is a chief marketer in 2014? I’ve been busy hosting sessions and taking part in panels at this year’s Advertising Week Europe in London – see our cover feature for details – and I’ve come up with four things you need to know about the chief marketing job right now.
What will be the ‘shift moment’ in your industry?
Ruth MortimerWhen was the moment your industry changed? The Big Four supermarkets may look back and say that early 2014 was the moment they knew retailing as they knew it was over. Almost £3bn was wiped off the share values of the Big Four last week as they embarked on a new price war.
Technology is only as good as the marketer’s strategy
Ruth MortimerWhat is Apple’s most famous product? The iPhone, which took smartphones out of the boardroom and put them in every pocket? What about iTunes, the digital media system that racked up sales of more than £10bn in 2013?
Is your marketing an easy sell or a case of the Great White hope?
Ruth MortimerEighty per cent of what you do in business should be an easy sell to the customer, a former boss of mine once told me. Just 20 per cent should be a harder sell. It’s an interesting way to look at marketing.
Paddy Power’s ‘mischief’ strategy with Pistorius ad is a misjudgement
Ruth MortimerAdvertising designed to shock has always existed. It even has its own name – “Shockvertising”. But the last few years have seen a decline in such marketing, due to research showing that giving consumers a positive “nudge” is more effective in encouraging behaviour change. But it seems shockvertising is back. Paddy Power, Save the Children […]
Everything marketers need to know about AWE 2014
Ruth MortimerAdvertising Week Europe 2014, which Marketing Week is partnering, is now in its second year and takes place this week. So what do marketers need to know about the festival? We offer you an essential guide to our own content and other highlights.
The many ‘deaths’ of digital marketing
Ruth MortimerDigital marketing is apparently dead. Procter & Gamble’s global brand building officer Marc Pritchard talked about the end of digital as something separate or distinct from general marketing in his keynote at Dmexco in Cologne, Germany, last September. Forrester has also recently mooted that we are now in an era of “post-digital” marketing.