Ritson on why successful marketers make time to listen
Marketing Week ReportersListening is a key attribute of high-performing marketers, alongside empathy, curiosity and an ability to make even the complex look simple, says Mark Ritson.
Festival of Marketing: Fast Forward
Analysis of all the key moments from the event, looking at how marketers can future proof their brand through innovation and new ways of working.
Pinterest on the power of responsible innovation
Marketing Week ReportersPinterest collaborated with users to develop its AR make-up product, a sign says marketing boss Louise Richardson of the social media platform understanding the responsibility that comes with innovation and the need to add real customer value.
Nestlé on why global sustainability always needs a local slant
Marketing Week ReportersViewing sustainability as a ‘key component’ of the brand, Nestlé global CMO Aude Gandon believes wider issues like climate change and social justice can be addressed on both a global and local level.
Unilever’s marketing boss on her mission to make the complex simple
Marketing Week ReportersChief digital and marketing officer Conny Braams believes if marketers can’t distil complex information into simple and transparent messages then they’re not doing a good enough job.
Amazon: Customer anecdotes are as important as data
Marketing Week ReportersReading the ‘tea leaves of culture’ and choosing to prioritise empathy are reasons why the global ecommerce giant continues to grow at pace, according to Amazon Studios CMO Ukonwa Ojo.
Just Eat on how it became part of people’s ‘way of being’
Marketing Week ReportersThe online delivery brand’s marketing boss believes that it has now become an essential part of our everyday lives, rather than an occasional treat.
Benefit’s marketing boss on the beauty of ‘super-curious’ teams
Marketing Week ReportersFinding a balance of collaborators, challengers and “super-curious interrogators” is key to any successful team restructure, says Benefit Cosmetics marketing director Lou Bennett.
Rory Sutherland: Short-termism has jeopardised marketing’s resilience
Marketing Week ReportersThe Ogilvy vice-chairman believes marketers’ obsession with engaging in a short-term “cost-cutting game” means lost opportunity and damaged resilience.
Weetabix on why consistency is key to stay one step ahead
Marketing Week ReportersRather than relying on high brand recognition, Weetabix’s head of brand Gareth Turner explains the breakfast business has continued to innovate while keeping consistent with its brand DNA, honed over the past 90 years.
Essity on why successful innovation requires courage
Marketing Week ReportersDescribing Covid as an accelerator for innovation, the global health and hygiene company believes courage is needed to create a culture comfortable with taking educated risks, although there is no one size-fits-all recipe for success.
GSK on why agile marketing has ‘no hard and fast rules’
Marketing Week ReportersSpeaking at the Festival of Marketing, GSK’s Sandra McDill explains why Covid-19 convinced the business that adopting an agile approach was the best way to stay ahead of the game.
The generational shifts driving data transformation for brands
Marketing Week PartnerThe end of the third-party cookie and unprecedented behavioural shifts are combining to create an imperative for change in how marketers deal with consumer data.
What engagement means for brands like Just Eat
Marketing Week PartnerThe food delivery brand knows engagement depends on timing and context, and that getting these right makes the difference to business outcomes.
Why brands that put customer experience first are now reaping the benefits
Morag Cuddeford-JonesOrganisations with greater CX maturity are seeing their ability to demonstrate returns put them in a stronger position to invest, at a time when digital experiences are making the difference in winning customers’ business.
Don’t lose the humanity from data-driven marketing
Marketing Week PartnerData is a growing part of how brands target consumers more effectively and personalise services, but it must be assessed through the lens of human emotion.
How emotionally intelligent brands can engage consumers more effectively
Marketing Week PartnerThe world needs brands to be more emotionally intelligent and to show a more caring, compassionate and empathetic side.
Making ‘fractured’ brands whole again
Marketing Week PartnerWunderman Thompson UK’s Sid McGrath advised Festival of Marketing attendees how to avoid becoming a ‘Humpty Dumpty’ marketing case study, as brands lose sight of how their business is connected.
Why data-driven storytelling helps drive results for brands
Marketing Week PartnerUsing insight to create valuable, relevant content can form the basis of agenda-setting campaigns for B2B brands, as Festival of Marketing attendees found out.
Why Boots’ CMO describes the transition to agile working as a ‘statement of intent’
Marketing Week ReportersBrands across the board are adapting the way they operate in order to pounce on opportunities as they arise. Hear how Boots, Lenovo and Habito are future-proofing their marketing teams.
‘Saying you’re customer-centric is not the same as being customer-centric’
Manny PhamSpeaking at the Festival of Marketing, Lego’s marketing director Mark Blackburn said most brands will be able to identify “significant barriers” to true customer centricity.
Waitrose on why Covid has bridged the marketing generation gap
Charlotte RogersThe Covid crisis has flattened corporate hierarchies and bridged the generation gap between marketers with decades’ worth of experience and those just starting out, according to customer director Martin George.
O2’s Nina Bibby: The CTO should be the CMO’s best friend
Charlotte RogersThe evolution of the CMO role means the relationship with the chief technology officer could be just as – if not more – important than the relationship with the sales director, says Bibby.
Zoopla on why CMOs should want to ‘decentralise power’
Matt BarkerTo explore the ‘art of the possible’ even in times of adversity, teams must feel empowered and fully supported, according to marketing leaders from Zoopla, HSBC and Benefit Cosmetics.
Nestlé CMO: ‘We never dissociate marketing from sales’
Michaela JeffersonGlobal CMO Aude Gandon explains how Nestlé is ensuring its marketing function is set up to meet new challenges in ecommerce, data and sustainability.
Why Covid has made innovation ‘even more critical’
Charlotte RogersWhile on the surface it might appear they don’t have much in common, gourmet popcorn brand Joe & Seph’s and FMCG giant Essity both agree the pandemic has made innovation more important than ever.
Ritson on the 10 traits of a successful marketer
Matthew ValentineMarketers at the top of their game possess 10 key traits, according Mark Ritson, from the willingness to trangress, an affinity with simplicity and an understanding that strategy means sacrifice.
Weetabix: ‘Brave work comes through creating an environment where it doesn’t feel brave’
Michaela JeffersonHead of brand Gareth Turner explains how adopting a more innovative approach to marketing is helping Weetabix to grow over the long term.
Just Eat’s CMO: Remove yourself from the bubble – you are not the customer
Manny PhamJust Eat’s CMO Susan O’Brien says marketers must connect with consumers on a daily basis and continually remind themselves that they are not the customer.
Could the rise of virtual worlds spell the end of the corporate brand?
Matthew ValentineAs we move increasingly into virutal worlds and the very notion of self changes, brands must prepare for a time when personal brands usurp corporate brands, predicts futurist Tracey Follows.
Amazon on why it takes failure to build a culture of success
Matt BarkerAmazon Studios’ marketing boss Ukonwa Ojo explains why every mistake is an opportunity and why she sees empathy as a critical enabler for building relationships with customers.