Reflecting on delivering 12 consecutive quarters of growth, Premier Foods CMO Yilmaz Erceyes says he would rather have a brilliant proposition over a multi-million pound marketing budget any day.
Attracted by the chance to tackle a “thorny consumer issue”, former DFS CMO Toni Wood has swapped sofas for the startup world as she looks to inject some brand building expertise into ecommerce site Ufurnish.
Uber marketing boss Meg Donovan believes that making big, bold bets requires close collaboration between marketing and product, and a willingness to sacrifice perfection in pursuit of relevance.
In the latest episode of Marketing Week’s podcast series, founder of lingerie and hosiery brand Nubian Skin, Ade Hassan, discusses the importance of authentic leadership, building a super-talented team and gaining influence in the fashion industry and beyond.
A measure of performance and potential leading indicator for future success, share of search is emerging as a new metric to add to the marketer’s armoury with possibilities that stretch far beyond the hype.
From encouraging employees to take direct action to challenging consumers to ‘Vote the Arseholes Out’, Patagonia says its focus is on addressing the climate emergency not working with influencers or advertising in fashion magazines.
Strategy might seem like a luxury in the midst of an economic struggle like Covid-19, but thinking long term while pivoting in the short term could be a marketer’s best chance of success.
Spanning everything from ride hailing, to food delivery and payments, Singapore-based app Grab has pivoted at speed to respond to the challenges of Covid-19 across southeast Asia.
The pessimism of the pandemic might be encouraging marketers to play it safe, but they could be underestimating the power of humour to connect with consumers even during a crisis.
Taking an empathetic approach to data that moves beyond purely “raw conversion goals” is the key to success, says CMO Tom Wallis.
Professor, author and entrepreneur Scott Galloway is urging CMOs to transform themselves into chief intelligence officers, pivot their brands to subscription models and embrace algorithm commerce if they want to thrive.
From encouraging millions to open up about their mental health to taking a view on the future of modern Britain, CMO Rufus Radcliffe is positioning ITV as a creative force to be reckoned with.
The Covid-19 pandemic has exposed the frailties of behavioural science and shown marketers are underestimating the significance of signs when it comes to understanding customer behaviour, Edwards argues.
Online retailer Very hopes its new creative platform will help the brand build a human connection with consumers that will work from autumn to the festive period and beyond.
A thirst for new experiences has inspired Danielle Atkins to travel the world from Russia to Saudi Arabia via brands such as Beats by Dre and Kodak. Now as CMO of the Diriyah Gate Development, she believes she has uncovered the “challenge of a lifetime”.
While any mass return to offices nationwide has been put firmly on the backburner, Giffgaff has much to learn from the phased approach it adopted to getting some employees back to their desks over the summer.