Ebay UK promotes CMO to general manager role
Niamh CarrollEve Williams says her focus in her new general management role will be ‘delivering for customers’, aided by her marketing background.
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‘Accept that you’ve never sussed it’ – marketers on the challenge and opportunity of measuring effectiveness
Molly InnesThe second event in the Festival of Marketing’s Currency of Effectiveness series discussed how marketers can get buy-in from their brands to effectively measure impact, and why a fear of being held accountable could be putting marketers off pursuing meaningful measures.
How brands can overcome the confidence gap in marketing effectiveness
Richard McLeodRecessions often lead brands to retrench into short-term tactics and performance media, but there’s now more data than ever to inform the most effective plan for your market.
Why are marketing strategy and brand management undervalued by businesses?
Molly InnesFrom focusing on the short term and worrying about a recession to not defining brand management, why do marketers think their businesses are undervaluing skills that focus on the long term?
Online advertising regulation: What is and isn’t working for marketers
Niamh CarrollIn a Westminster eForum discussion about the future of online advertising regulation, speakers from the ICO, DCMS, and IAB UK addressed some of the most pressing concerns for marketers.
Three marketing experts on how to achieve ‘effective share of voice’
Michaela JeffersonThe first event in the Festival of Marketing’s Currency of Effectiveness series discussed how brands can use media strategy and creative effectiveness to turn excess share of voice into “effective share of voice”.
Marketoonist on productivity
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The B2B buyer journey is not fit for purpose, here’s how to fix it
Antonia WadeThe B2B “funnel” is redundant. New thinking that accommodates nuances in buyer behaviour is required if B2B marketers are to drive growth for their organisations.
Why Gen Z marketers feel most secure but least confident
Molly InnesData from Marketing Week’s 2023 Career and Salary Survey reveals Gen Z marketers feel the most secure in their roles and least confident, but the trend reverses as marketers age.
The Language of Effectiveness report
Charlotte RogersFaced with a worsening cost crisis, soaring inflation and recession, this report explores how marketers can demonstrate the tangible impact of their activity so they can make a compelling case for investment, even as budgets are squeezed.
Mars CEO: Attacks on brand purpose are ‘nonsense’
Niamh CarrollDismissing its critics, Mars’s CEO believes brand purpose is an essential tool for “quality” companies in both talent acquisition and driving profit.
Steve Challouma returns to marketing as CMO of Birds Eye owner
Lucy TesserasHe takes on the CMO role at Nomad Foods after three years running Birds Eye’s UK and Ireland business.
Google, Tesco, Just Eat: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
‘All up for grabs’: Which brands will dominate the no and low alcohol market?
Niamh CarrollIn an increasingly cost-conscious consumer environment, there could be an opportunity for private label brands to take share in the no and low alcohol sector, say analysts. But they’ll have to fight off rising competition from both alcohol giants and independent brands alike.
This Much I Learned: Les Binet and Peter Field on 10 years of the Long and Short of It
Marketing Week ReportersA decade on from the launch of The Long and Short of It, effectiveness experts Les Binet and Peter Field reflect on the book’s impact and look ahead to what’s next.