Why CMOs need to get better at marketing marketing
Sarah VizardReports are constantly suggesting the CMO role is obsolete, but top marketers from RBS, Tesco, Birds Eye and Salesforce disagree, saying when “marketers deliver, there is no problem”.
What brands can learn from Skoda and Japanese rugby
Harry LangJapan’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.
Marketing Week Explores: The future of Tesco and how to excel working abroad
Marketing Week ReportersIn 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.
Diageo’s playbook for global marketers
Andrew GeogheganWhile the old rules still apply, there are seven characteristics successful brands display – from making time for strategy to simple KPIs and strong leadership.
Former Centaur boss Andria Vidler named Tag EMEA CEO
Marketing Week ReportersFormer EMI CEO and BBC marketer will join marketing production services provider in January.
Working abroad: What it takes to be a marketer in Japan
Charlotte RogersIn 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.
Recommended reading: Fixing the crisis in creative effectiveness and challenging mediocracy
Charlotte RogersMarketing Week reviews the latest books and blogs for marketers.
6 Comments
After 30,000 connections, I’m all LinkedOut
Mark RitsonOur columnist finds to his horror that he’s reached his limit of LinkedIn connections, with requests building up faster than he can cull.
The benefits of being a globetrotting marketer
Charlotte RogersEssity’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.
1 Comment
How to succeed as a marketer abroad
Charlotte RogersExploring 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.
Employers have a duty to take mental health seriously
Tanya JosephAs the stigma around mental health diminishes, there is a lot more employers can do to help support and manage their staff’s mental wellbeing.
Recommended reading: Thriving as a new leader and the art of a good apology
Molly FlemingMarketing Week reviews the latest books for marketers.
Marketoonist on diversity of ideas
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
How brands can be truly customer-centric
Steve HemsleyMost 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.
1 Comment
True customer-centricity requires proper investment
Russell ParsonsMarketers 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.
Five steps to make your marketing team more agile
Elaine Frankland‘Agile’ looms large among the buzzwords of the moment- and with (mostly) good reason.
McDonald’s scraps the global CMO role as Silvia Lagnado departs
Sarah VizardMcDonald’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.
Sainsbury’s and Argos merge marketing teams with new CMO role
Ellen HammettThe move will see Sainsbury’s Mark Given take on the role of CMO, while Argos’s marketing boss Gary Kibble will leave the business.