Reports are constantly suggesting the CMO role is obsolete, but top marketers from RBS, Tesco, Birds Eye and Salesforce disagree, saying when “marketers deliver, there is no problem”.
Japan’s rugby team might appear to have few links to Skoda, but both have excelled against expectation using a challenger mindset, which others can emulate.
In the latest edition of the Marketing Week Explores podcast we look at how marketers can make the most of working abroad and what the future of Tesco looks like without its CEO Dave Lewis.
While the old rules still apply, there are seven characteristics successful brands display – from making time for strategy to simple KPIs and strong leadership.
Former EMI CEO and BBC marketer will join marketing production services provider in January.
In the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.
Marketing Week reviews the latest books and blogs for marketers.
Our columnist finds to his horror that he’s reached his limit of LinkedIn connections, with requests building up faster than he can cull.
Essity’s global marketing boss has spent her career working across five different countries, which while difficult from a personal perspective has helped her better understand global business.
Exploring the international market can be an exhilarating ride, throwing yourself into new cultures and widening your scope of reference, but going into it with your eyes open is crucial.
As the stigma around mental health diminishes, there is a lot more employers can do to help support and manage their staff’s mental wellbeing.
Marketing Week reviews the latest books for marketers.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Most businesses try to put consumers at the heart of what they do, but many fall short because actually being customer-centric often means making business decisions that seem counter-intuitive.
Marketers often talk about their desire to be more customer-centric, but it won’t be achieved by cutting corners. Brands must invest both time and money to get it right.
‘Agile’ looms large among the buzzwords of the moment- and with (mostly) good reason.
McDonald’s is one of a growing number of companies scrapping the global CMO role in favour of spreading marketing responsibilities more broadly across the business.
The move will see Sainsbury’s Mark Given take on the role of CMO, while Argos’s marketing boss Gary Kibble will leave the business.