It is a time of great change within my company and it’s a chance for everyone to focus on their strengths and remember why they were selected in the first place.
Three top marketers explain how the marketing profession can ensure it is given the respect and trust needed to take the key decisions about their brand’s strategy for taking advantage of digital technology.
From Twitter beer deliveries to Google’s surprise rebrand, find out everything you need to know about the past week in marketing.
Online ticket seller Trainline is rebranding as it looks to adapt to the shift to mobile and move away from its “tired and old” image.
Western Europe lags behind Asia and North America in mobile advertising spend and marketers and agencies are less optimistic about the region’s growth, with consumers’ rejection of the ads on privacy grounds being the main reason.
It’s impossible to argue you should be the decision-maker on digital technology unless you can demonstrate your knowledge of it and explain how it adds value.
How marketers can move into pole position.
Google’s massive reorganisation to make it a subsidiary of a new company called Alphabet brings its focus on its ad business into sharp relief, as well as providing it with the means to innovate, take risks and keep investing in blue-sky technology.
Google is separating its internet operations including Android, YouTube and the Google search engine from its research divisions, including X Lab and its health businesses, as part of a radical overhaul that will see the formation of a new parent company called Alphabet.
Programmatic buying has more uses than simply maximising the clicks you get on online display ads – it is also being used by brands for a variety of more subtle purposes.
Ribena is shifting its positioning and marketing strategy to target the “pre-family young adult audience” with a new campaign heroing the taste of its ready-to-drink products.
Leadership isn’t just about being confident in your own decisions, but also about trusting your colleagues and allowing them to do the jobs they specialise in.
With Heineken looking to push 50% of its marketing budget into rugby, M&S revealing the tech startup mentality it hopes will reverse a slump in fashion sales and Liverpool FC giving an insight into its evolving marketing plans, it’s been another busy week. Marketing Week rounds up the best news of the week from the world of marketing.
Fever Tree wants to match its marketing efforts to its sales and distribution growth as it looks to tap into the recent “renaissance” of gin in the UK.
The big four supermarkets have faced a lot of questions about the quality of their ads recently. However two – Tesco and Asda – silenced the critics by making it into the top 10 this month. Always’ latest Like A Girl ad also extended the ongoing campaign’s viral dominance, while babies sharing their ‘poo faces’ was a hit for Pampers UK.