‘A safer bet’: Are brands ignoring talent from outside their sector?
Molly InnesRecruiters say brands are hiring outside their categories in 2023. But amid the economic uncertainty, the reality for marketers is far more complicated.
Recruiters say brands are hiring outside their categories in 2023. But amid the economic uncertainty, the reality for marketers is far more complicated.
Since the pandemic elevated the role of marketing in many organisations, marketers are facing perhaps the highest levels of scrutiny on spend, so as the new year gets into full swing, it’s the perfect opportunity to reflect on the importance of creative impact and brand building.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Terry Smith launching a fresh attack on Unilever’s purpose efforts to Sainsbury’s staving off competition from the discounters, it’s been a busy week. Here is my take.
The founder of investment firm Trian Partners has said Disney is in “crisis”, calling for major changes at the media giant and a seat on its board.
New CMO Kate Thunnissen is on mission to reignite Mettle’s brand, after a cut to investment took its toll on awareness last year.
Research shows consumers make changes when landmark birthdays approach, but few brands target people based on these important ages.
CEO Stuart Machin also praised the “outstanding performance” delivered by the clothing and home team, which grew its market share to its highest since 2015.
With UK sales down 8%, the ecommerce giant says it is “optimising marketing spend” and culling unprofitable brands in a bid to make £300m in savings.
Some customers also switched to discounters Aldi and Lidl over the festive period, but for Tesco this was more than offset by gains from other supermarkets.
A CMO and inventor, the pivotal moment for James came during a business course which made him question his career to date.
When we talk about performance marketing, we’re talking about campaigns with a specific and measurable outcome – campaigns that focus on tangible results to indicate success, which typically include clicks, leads, conversions and sales. We believe that brand lift – a set of metrics including awareness, consideration, preference and action intent – is a key […]
Having branded the company’s focus on purpose “ludicrous” in 2022, fund manager Terry Smith has again accused Unilever of “virtue signalling”.
Sainsbury’s focus on value has helped the supermarket fend off competition from the discount supermarkets over Christmas, as traditional grocers battle to maintain market share.
Fresh from securing £10m in Series A funding, Lucky Saint is upping its investment in brand with the launch of its ‘biggest ever’ marketing push.
Meanwhile, in the competitive grocery and fashion retail categories, Marks & Spencer’s festive ads successfully grabbed the most consumer attention.