Striking the right balance between innovation and risk-taking and keeping a consistent experience is difficult, particularly in the middle of a pandemic, says Paul Pomroy.
The marketing department can take a lead when it comes to creating a customer-centric organisation, but it shouldn’t be left to do all the work itself, says Lego CMO Julia Goldin.
Companies that claim they cannot find diverse talent to hire are not looking in the right place, says the BBC’s director of creative diversity June Sarpong.
Taking an empathetic approach to data that moves beyond purely “raw conversion goals” is the key to success, says CMO Tom Wallis.
Professor, author and entrepreneur Scott Galloway is urging CMOs to transform themselves into chief intelligence officers, pivot their brands to subscription models and embrace algorithm commerce if they want to thrive.
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From encouraging millions to open up about their mental health to taking a view on the future of modern Britain, CMO Rufus Radcliffe is positioning ITV as a creative force to be reckoned with.
Reckitt Benckiser believes NGOs have a key role to play in ensuring brands behave authentically when it comes to climate change by holding up a mirror and getting them to think more deeply about their role and responsiblities.
The end of the furlough scheme, differing impact of the pandemic on specific categories and the rise of online all impact how marketers should think about budget planning and strategy next year.
The Covid-19 pandemic has exposed the frailties of behavioural science and shown marketers are underestimating the significance of signs when it comes to understanding customer behaviour, Edwards argues.
Successful business decisions can only be made consistently through data democratisation and a culture of analysis.
Armed with a new perspective on accountability, marketers have an opportunity to be more innovative, get more done faster and help create a healthier industry.
Online retailer Very hopes its new creative platform will help the brand build a human connection with consumers that will work from autumn to the festive period and beyond.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
PepsiCo saw a slight uptick in beverage sales after a 7% decline last quarter, with snack sales spurred on by working from home.