According to Marketing Week’s major new study on the ‘Anatomy of a Leader’, modern marketing leaders are focusing on driving strategy and using their skills to champion the next wave of talent, rather than attempting to be brilliant at everything.
Modern marketing leaders are refocusing their energy on sales and commerciality, building on their fundamental functional skills to drive tangible business success, according to Marketing Week’s major new study on the ‘Anatomy of a Leader’.
Blockchain technology presents vast opportunities for brands, from ad delivery verification to the safe and transparent storage of data, so marketers should get to know the technology now and stay ahead of the competition.
To safeguard its share of an increasingly competitive savings and investment market, Standard Life created a fully integrated marketing process. Deep insights into individual customer preferences help boost inbound conversion by 8%, reduce the risk of churn and strengthen its position in a fast-changing regulatory environment. Read the white paper for more insight into personalised […]
Applying real-time marketing practices and adding the ability to integrate customer behavioural data from all channels, delivers even greater marketing precision and improves customer engagement for the long term. Learn how with this white paper.
IBM’s top marketer Caroline Taylor has just been awarded an OBE for her services to marketing and diversity. As a passionate advocate of inclusivity and equality, she is adamant marketing can change the world.
Savings and investment business Standard Life has revamped its marketing processes to achieve deeper insights into customer preferences and greater integration across its different channels. The company faces a number of challenges at present, as changes to government regulations make it easier for people to switch providers in the savings and pensions market. At the […]
Former Thomas Cook CEO Harriet Green is now at IBM, pushing its internet of things agenda and drawing on her background in marketing to lead the business through its next stage of growth
For the first time this year Millward Brown has included a business-to-business ranking in the BrandZ report. It classes B2B companies as those that generate the majority of their revenues from the B2B part of the brand.
Performance Bicycle is the biggest speciality bike retailer in the US with more than 100 stores across 20 states. Yet it is looking to shake up the market with a new store concept that puts the service department front and centre of the shopping and brand experience.
Wimbledon is looking to use the vast amounts of data collected at the Championships to “bring stories to life” on the Club’s revamped website, mobile app and social platforms.
Wimbledon will be one of the first brands to run Snapchat’s new geofilter ads as it ramps up its social presence to offer fans an experience that it hopes will be the “next best thing to being here”.
Marks & Spencer’s new food campaign shines a spotlight on food standards as new food marketing boss Sharry Crammond looks to “shout louder” about the “issues customers care about”.
Pret A Manger has built a brand positioning based on serving natural food, yet the E numbers in its bread clearly undermine that, so it has to decide whether to change its processes or its advertising.
The mobile giant has streamlined the sales process and made the customer experience “more engaging” by extending the remit of its chatbot TOBi.
Having a brand purpose is all very well, but if consumers are going to be believe it is genuine brands must communicate the values internally first.
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