In a year that has seen campaigns shaped by virtual reality headsets, emojis and marketers focusing more on diversity and ad blocking, Marketing Week looks back at some of the key trends of 2015.
Brands could face a new sugar tax and restrictions on marketing sugary foods from January, but some are already showing the best response is to offer healthier options that research shows consumers want.
Chief marketing officer’s ability to act unconventionally makes them 49% more imaginative than other c-suite figures. However, the more flamboyant qualities of CMOs can also hinder their progress in becoming a CEO.
We arm you with all the numbers you need to tackle the week ahead.
Marketers continue to believe that a lack of data and analytics is the biggest skills gap in their teams for the second year running. But with upskilling becoming rarer and recruitment still slow; a solution to the problem remains out of reach.
Having conditioned your agencies for deference, they now favour flattery over frankness. This harms your interests as much as it does theirs.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Halfords issuing a profit warning to the gold standard in B2B brand building, it’s been a busy week. Here is my take.