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Benchmark your social media

Lucy Handley

Most marketers will spend more on social media this year than last, yet few claim to know what they really get for their money. In response, the CIM is creating a testing ground with benchmarks for the industry to measure and share campaign success. Here, brands kick off the dialogue with their own experiences.

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Why bonus culture is bad for RBS brand

Mark Ritson

What are we to make of the current debate on bonuses? I ask because in my interactions with marketers over the past week I have been surprised at how the topic has split our profession right down the middle. As many marketers appear comfortable with Stephen Hester receiving a bonus of almost £1m from The […]

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Mainstream brands make a play for the super rich list

MaryLou Costa

For a Q&A with Quintessentially’s co-founder Ben Elliot, click here Explore a case study with private jet magazine The Private Journey, click here To see Ledbury Research’s analysis of wealth archetypes in Asia, Russia and the Middle East, click here There is a group of people for whom the recession has barely registered. They could […]

Ruth Mortimer

Why the customer is your key to leadership

Ruth Mortimer

Anyone can be a leader, argues Professor Richard Jolly of London Business School. It doesn’t have to be the chief executive; it can be anyone who takes a position of authority within an organisation and leverages that for success. The opportunity is ripe for marketers. “Management equals control but leadership equals persuasion,” explained Jolly when he […]

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Sharpened reflexes

Sean Hargave

Real-time bidding lets companies target specific online audiences at certain times. Sean Hargrave discovers how it is letting brands reach exactly who they want with increasingly creative ads, while saving a lot of money