For the first time, the marketing industry can provide an apprenticeship offering that goes from A Level to Master’s degree as it looks to show the value of alternative routes into the industry.
Crying out for greater clarity on their media investments, brands are coming together to develop solutions for cross-media measurement.
As calls mount in the US and UK to bring the power of the social media giants under control through regulation, the independent future of ‘Big Tech’ hangs in the balance.
From women’s football sponsorship and meatless meat to brands taking a stand on plastic and the renewed focus on marketing effectiveness, 2019 has been a good year for shaking up the status quo.
Robert De Niro goes mad for bagels, Paddy Power calls time on football shirt sponsorships and Colonel Sanders performs a Mother’s Day striptease, here’s part two of Marketing Week’s campaigns of 2019.
From chilled-out bulldogs and record-breaking vegan snacks, to probably not the best beer in the world and Alan Partridge’s ‘back at the BBC’ memo, here’s part one of Marketing Week’s campaigns of 2019.
As we enter the final phase of fierce electioneering ahead of the general election on 12 December, the political parties are hoping that strident messaging, micro-targeting and mudslinging will help them secure a parliamentary majority.
If marketers are really committed to weaning themselves off short-term ROI and prioritising long-term growth they will need to get the C-suite on-side.
Return on investment is the metric of choice for many marketers looking to define the success, or failure, of their latest campaign. But what if a focus on short-term gains is jeopardising the potential for future growth?
Premier Foods is hoping to fuel its next stage of growth by creating two new roles – CMO and chief customer officer – to get marketing and sales working closer together.
After introducing NPS to its services business, Benefit has been able to map the success of its customer experience and drive this agenda up to the C-suite.
The founder of Net Promoter Score believes marketers have just scratched the surface of what is possible with NPS, as long as they stop using it as an internal bonus metric.
To some it’s practical and compelling, to others reductive and simplistic, but is NPS a true gauge of customer sentiment or a symptom of marketers’ obsession with numbers?
The combination of a clear purpose, editorial commitment and great timing helped The Guardian’s ‘Hope is Power’ campaign become a “huge driver” of financial support worldwide.
From getting the Spice Girls to cut the ribbon at its debut event to pioneering an integrated approach to marketing, the launch of Channel 5 was all about challenging norms and channelling creativity.
Preferring to focus on the robustness of its transparency policies, Facebook has no plans to revise its micro-targeting policies or its approach to political advertising as the UK general election looms.