B2B brands shift focus to customer experience
Jonathan BaconCustomer experience is taking a more central role at B2B brands as retention moves up the agenda, meaning marketers are shifting focus from price to value.
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How GSK plans to shake up healthcare marketing
Leonie RoderickAs GSK expands its consumer health brand portfolio, marketing director for Northern Europe Rachel Deans is determined to place the pharmaceuticals giant at the forefront of digital innovation.
Using data creatively is essential to loyalty scheme success
Lucy FisherHigh-profile cyber attacks on loyalty programmes have not put consumers off sharing their data with brands but they do expect more rewards and a better experience in return.
Sir Martin Sorrell on digital, cost-cutting and client-agency relationships
Mindi ChahalThe UK’s best-paid CEO shares his views on the future of advertising.
Purpose before profit: Why Innocent wants to leave the planet ‘a little better than we found it’
Leonie RoderickInnocent is making a renewed push to show it as a brand with purpose rather than profit at its core, as it launches a campaign to help show children how easy it can be to grow their own food.
Brands must strive to fulfil the emotional promises of advertising
Alain de BottonMany adverts take us directly into the heart of happiness: they show us families that are happy to be together, lovers who remember how to be grateful, friends who delight in one another’s company. They can be moving precisely because what they depict is so difficult to find in real life. Their emotional power is premised on evoking what is missing, rather than what is present in our lives.
Star Wars success helps Disney overtake Lego as the world’s most powerful brand
Thomas HobbsDisney has overtaken Lego as the world’s most powerful brand after profiting following a series of “clever acquisitions” including the purchases of the Star Wars and Marvel film franchises.
How to talk to Generation Z
Steve HemsleyThe under-20s are the least loyal consumers and quickly lose interest in brands. We reveal what marketers are doing to engage with this tricky bunch.
How ‘There’s a beer for that’ campaign is helping arrest beer’s sales decline
Leonie RoderickBeer industry group ‘Britain’s Beer Alliance’ is pumping more money into its ‘There’s a beer for that’ campaign as it looks to convince more people to drink beer rather than just think differently about it. But experts warn the industry it will have to take a long-term view to see success.
Sherilyn Shackell: Marketers should hire for character and train for skills
Sherilyn ShackellThere is a much quoted definition used by the Chartered Institute of Marketing: ‘’Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” This might be true but quite apart from the utter blandness of the sentence, it’s certainly not the entire picture. Not any more. In my opinion, it diminishes […]
Do introverts make the best leaders?
Michael BarnettIntroverted leaders are now considered as effective as extroverts despite businesses historically prizing ‘charisma’ and group working, but the key for all personality types is self-awareness and the ability to learn.
How to become a CEO
Steve HemsleyGaining experience across different sectors and disciplines can make you an attractive candidate and a more rounded marketer, however company ‘lifers’ can be just as successful. The key to becoming a CEO is credibility and a broad business understanding.
Specialist versus general job titles: The debate
Nicola SmithJob titles can be as simple as ‘marketing director’ and as wacky as ‘the dark lord of coding’, but as disciplines splinter, is it more important that your title reflects your specialism or paints you as an all-rounder?
How to source the right skill set for a modern marketing team
Morag Cuddeford-JonesOur panel of senior marketers give their advice on how to source the right mix of ‘left brain’ and ‘right brain’ skills for a modern marketing team.
Consumer spending enters 2016 on a high despite ‘doom and gloom’ economic news
Leonie RoderickConsumer spending among British shoppers has started the new year on a positive note despite adverse news reports around falling stock markets and the potential threat of terrorism, according to new figures.