As the role is far broader than a traditional CMO position, Berta de Pablos says it has forced the business to “think differently”, both from a marketing and recruitment perspective.
BrewDog’s former marketing boss of three months says it was too early in the craft beer brand’s evolution to have a chief marketing officer, something which became “fairly obvious” very quickly.
De-siloing, in-sourcing, “mutual upskilling”: L’Oréal’s digital chief on how the beauty giant is reacting to market disruption.
Alan Jope says he never had his heart set on becoming CEO but believes the skills he learnt as a marketer have set him up perfectly for general management. But going forward he thinks marketers will need to switch from being generalists to specialists.
Google says advertisers should pull spend from its YouTube streaming platform if it means it helps them to “understand what’s there” and “do the right thing”.
Marriott and Pinterest have had to deal with fierce criticism – albeit for very different reasons – but in both cases they responded with a clear comeback that was in-keeping with their core purpose, which helped guide them through.
The FMCG giant wants to “unprogramme” the way marketers and agency partners think to address the gender bias in its advertising, after research revealed men outnumber women three to two.
A new report from Peter Field that analysed the IPA databank has found creatively-awarded campaigns are now the least effective they have been in 24 years and no more effective than non-awarded campaigns.
Twitter has always relied heavily on users when it comes to innovation, but its recently launched prototype app will play a fundamental role in helping the brand stay ahead of consumer demand.
Clutter, ad avoidance, declining reach and decreasing trust in advertising are all blamed for top of funnel effectiveness declining, according to new research by the WFA.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Launched at 2019’s Cannes Lions festival, the Global Alliance for Responsible Media marks the first time an alliance that represents all sides of the media industry is forming.
The marketing boss of the world’s largest advertiser is more interested in measuring reach than spend, with P&G increasingly finding it can use money that would have been “wasted” on frequency to boost the number of people it reaches.
Marketers struggle to progress to CEO because they focus too much on marketing rather than the bigger picture, according to Diageo’s Syl Saller, O2’s Nina Bibby and Verizon’s Diego Scotti, who suggest a lack of role models is also preventing CMOs from taking the next step.
The FMCG giant is broadening out its Unstereotype initiative to include ethnicity as it looks to get more of its marketers be more critical about diversity in its ads.