At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From underlining the need to maximise opportunity by generating demand to realising you are not the customer, it’s been a busy week. Here is my take.
Marketers at the top of their game possess 10 key traits, according Mark Ritson, from the willingness to trangress, an affinity with simplicity and an understanding that strategy means sacrifice.
Head of brand Gareth Turner explains how adopting a more innovative approach to marketing is helping Weetabix to grow over the long term.
Just Eat’s CMO Susan O’Brien says marketers must connect with consumers on a daily basis and continually remind themselves that they are not the customer.
A retail specialist, Gary Kibble is a firm believer in soaking up marketing knowledge and embracing each new challenge, mixing data with a hefty dose of creativity wherever possible.
Being able to take advantage of opportunities and overcome challenges starts with having a solid marketing strategy in place, which Boots CMO Pete Markey says might sound basic, but without the right foundation it’s easy to get blown off course.
With a “tsunami” of new technologies incoming, marketing is about to become more important than ever, argues Raja Rajamannar. So how do marketers regain their place at the table?
Unilever’s top marketer Conny Braams says marketers must be given the opportunity to use their new skills on the job immediately or training will be wasted.
The menopause affects 50% of the population yet businesses have not been as supportive as they should to women, which needs to change.
After nine years leading marketing at Ikea, Peter Wright has ambitious plans to grow the Specsavers brand using his global expertise, purpose-driven mindset, and hands-off approach to leadership.
Marketing to businesses is strategically no different from marketing to consumers, but using the same tactics for both won’t be effective.
As the Festival of Marketing’s ‘Fast Forward’ conference draws near, speakers including Helen Edwards, Rory Sutherland and Just Eat CMO Susan O’Brien, explain how marketers should prepare themselves and their brands for the future.
Marketers are equally keen to move jobs, new research reveals, as career expectations change to reflect the fundamental shifts brought about by the pandemic.
Neuroscience shows how brands use (and misuse) stories when trying to connect with consumers.
Virgin Atlantic has restructured its marketing team to allow for better collaboration and to ensure data no longer sits in siloes.
The creation of the marketing director role sees CMO Zaid Al-Qassab take on expanded responsibilities heading up the marketing and viewer experience division, part of a reshuffle first announced in January.
Five years ago, NatWest CMO Margaret Jobling thought the marketing industry would naturally become more diverse, but she realises now more action must be taken.
Stella Artois global vice-president Tim Ovadia believes Gen Z marketers are more receptive to autonomy and creating space attracts diverse talent, which in turn helps foster an “ownership mentality” .
From leading with empathy to giving mothers the space to adjust to life working from home, brands must support marketers returning from maternity leave during the pandemic, or risk losing talent forever.
With almost half of marketers having experienced new team structures over the past year, how are brands reorientating themselves internally to fit the demands of the new working world?
Wright replaces Katherine Whitton, who announced her departure from the Guernsey-based business late last year.