Marketers should be prepared to push the commercial agenda within business, says marketing effectiveness boss Ann Constantine, which starts with understanding the impact of their work.
The accounting software company’s new partnership with the Football Association plays into the brand’s history of “backing the underdog”, says marketing boss John Coldicutt.
With more than half of marketers admitting effectiveness is not a defined role and rarely a priority in their business, are brands thinking clearly about how to properly resource their teams?
More than a fifth of brands have no employees with dedicated responsibility for marketing effectiveness, according to Marketing Week’s exclusive Language of Effectiveness Survey.
Twelve months since the introduction of ‘Anything But Ordinary’, the retailer claims to have shifted style perceptions among the wider market as its transformation journey continues.
The grocer hopes by adopting a “more confident” tone of voice it can dial up its appeal among consumers looking for quality products amid the cost of living crunch.
Are senior stakeholders receiving effectiveness results, or are they out of the loop when it comes to the success of marketing activity?
Many of the UK’s biggest retailers will be closing up shop during the Queen’s funeral on Monday but not all brand responses have been well received.
Rather than going public, Patagonia’s founder Yvon Chouinard says the business is “going purpose” as he gives it away to help combat climate change.
Marketing boss Yilmaz Erceyes advises his peers to reframe the conversation about return on investment to “diffuse the tension” between how marketers and CEOs define success.
In the latest episode of Marketing Week’s podcast series, M&S Food’s Sharry Cramond and Lucky Generals founder Andy Nairn discuss why now is the time to address the taboos surrounding social class and ask what marketers are doing to take accountability?
Marketing Week’s exclusive Language of Effectiveness Survey reveals almost 7% of brands aren’t measuring marketing effectiveness at all, while nearly half of marketers believe their CEO is “too focused” on ROI.
Rather than making “big public displays”, brands should look internally to consider how the loss of the monarch is affecting their staff.
Most respondents (71.8%) to Marketing Week’s Language of Effectiveness Survey claim their brand needs to expand its suite of marketing effectiveness analysis.
Should marketers embrace the growing prominence of ROI as a mark of success, or are measurement issues and fears of short-termism legitimate concerns?
The marketing industry is calling on the new Prime Minister to make policy “based on evidence, not headlines”, as the sector seeks stability amid the deepening cost crisis.