Vauxhall boss admits brand positioning was ‘unsustainable’ as he drives turnaround strategy
Molly FlemingStephen Norman became managing director of the car marque last year after four decades in car marketing, and has spent the past 18 months repositioning the floundering car brand.
Marketing Week to launch 100 most effective marketers list
Marketing Week ReportersThe Marketing Week Top 100, sponsored by Salesforce, will be chosen by a judging panel including Marketing Week columnist Mark Ritson, former AMV BBDO chief Dame Cilla Snowball and Tom Fishburne, aka The Marketoonist.
How Mars’ shift from CMO to chief growth officer has reframed marketing
Lucy TesserasAs 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.
Rebranding CMOs as growth officers doesn’t help market marketing
Lucy TesserasAs another big global business hires a chief growth officer rather than a CMO, will it help to reframe marketing’s role within the wider business or is there a risk of further damaging marketing’s reputation by pitching it as something separate to growth?
BrewDog’s former marketing boss: It wasn’t ready for a CMO
Ellen HammettBrewDog’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.
Kraft Heinz’s new CEO needs to deliver a much-needed dose of tough love
Mark RitsonCan veteran marketer Miguel Patricio use his expert eye to turn a dusty and confused portfolio around or has he got himself into a giant box of shit?
Unilever’s boss on why leading a business is much like managing a brand
Lucy TesserasAlan 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.
Marketers are forgetting the importance of A/B testing
Thomas BartaThe value of A/B testing should not be underestimated, but all too often it’s overlooked.
McDonald’s unites marketing, food development and insight under new CMO
Charlotte RogersThe fast food giant has restructured its marketing team in the UK and Ireland under the leadership of new senior vice president and chief marketing officer, Gareth Helm.
School of Marketing readies debut event to engage young people nationwide
Charlotte RogersThe half-day event, which takes place at Saatchi & Saatchi’s head office on 15 July, aims to inspire young people to find out more about a career in marketing.
How to make the middle manager cool again
Thomas BartaMiddle managers often get a bad rap but they are the ones closest to what’s happening within a business and therefore in the best position to get things done.
Ladbrokes Coral CMO: Marketing is fundamental to gambling so you need to bring your A-game
Charlotte RogersThe pace of change, obsession with brand and sheer scale of the CMO role persuaded Dominic Grounsell to give up general management in financial services for a return to marketing at Ladbrokes Coral.
3 questions I wish I’d asked as a junior marketer: Diageo’s Mark Sandys
Erin LyonsMark Sandys has worked at Diageo for more than two decades across various roles and markets, but if it weren’t for a few stern words of advice his career might have panned out very differently.
O2 hopes to ‘attract and retain the best talent’ by offering enhanced paternity leave
Charlotte RogersThe telecoms giant believes the introduction of 14-weeks paid paternity leave is a big step forwards in becoming an inclusive employer.
The Marketing Academy unveils its 2019 scholars
Russell ParsonsA total of 30 executives have been picked for the scholarship programme, which aims to prepare the next generation of marketers for leadership roles.
McDonald’s names Zoopla’s Gareth Helm as UK CMO
Molly FlemingHelm, who has previously held marketing director roles at Nestlé, Mars, Innocent and MoneySuperMarket.com, replaces Emily Somers who left the business last year.
Harry Lang: From shock to acceptance, get familiar with the seven stages of job hunting
Harry LangPlanning a marketing career in a fractious economy is not easy, but there are seven clear stages anyone in search of a new job must go through.
How one dad made six-week paternity leave a success
Charlotte RogersOnce you get past the first week – and resist the urge to check your inbox – taking enhanced paternity leave can change your whole outlook on work, says LinkedIn’s Tom Pepper.
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The benefits of gender-neutralising parental leave: How brands are making it work
Charlotte RogersIf companies want to create inclusive and gender diverse workforces, the first step is extending and equalising their parental leave policies.
Marketers taking ‘more cautious’ approach to hiring
Sarah VizardThe proportion of marketers expecting to hire over the next three months has fallen to a two-and-a-half-year low as political and economic uncertainty put the brakes on recruitment.
Try This: Thrive in a matrix organisation
Thomas BartaMarketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
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‘Ad land’s obsession with youth will come at a cost’
Ryan WallmanDiscrimination against experienced older employees in ad land leads to missed opportunities and lost revenue. It’s high time the industry adopts a more mature approach.
How Deliveroo’s EU marketing lead flipped a career crisis on its head
Charlotte RogersHaving a strong sense of her personal brand and where she adds value helped Deliveroo EU marketing lead, Alice ter Haar, ride out one of the biggest challenges of her career.
‘It’s not altruism’: How Aviva’s support of over-45s is delivering ‘commercial advantage’
Lucy TesserasAviva has set up a community to support the development of people aged over 45, helping it to reduce recruitment costs while retaining the best talent.
