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Meet Ed Smith, the Australian CMO on a mission to get under the skin of the UK population by interviewing 500 people in 100 towns and cities. We ask him whether more marketers should be seeking a perspective from outside the London bubble, given how Brexit has revealed the disparity between the capital and the rest of the country.
Mark Ritson, our award-winning columnist, consultant and marketing professor, is never one to shy away from an opinion and he had plenty of those in his talk at Marketing Week Live. Ritson gave his view on the importance (or lack thereof) of eight marketing concepts: millennials, CSR, brand purpose, brand valuation, digital marketing, zero based budgets, targeting and TV advertising.
Kinnerton Confectionary Limited
In today’s digital age, marketers have dozens of tools at their disposal to analyse and assess consumer purchase behaviour. Marketing insight provided by location-based data is arguably becoming the most popular – allowing brands to build extensive customer profiles to target their advertising accordingly.
Joel Benenson is the only pollster to help win three US presidential elections for Democrat candidates, first with Bill Clinton then twice with Barack Obama, and he hopes to win a fourth with Hillary Clinton in 2016. He tells Marketing Week how both brands and politicians can tap into the ‘hidden architecture’ of public opinion.