Is marketers’ job tenure hurting the effectiveness of brand building?
Josh StephensonWhile changing jobs frequently may be good for career development, what are the unintended consequences for brand building?
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While changing jobs frequently may be good for career development, what are the unintended consequences for brand building?
From the persistent data skills gap to rampant restructuring, the Marketing Week Career & Salary Survey reveals how teams are evolving in 2024.
Marketers continue to jump between jobs, with more than two-thirds in their current role for less than three years.
Implementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
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 Oatly’s decision to “kill the marketing department” to how McDonald’s used humour to build trust, it’s been a busy week. Here is my take.
As the airline unveils its biggest TV campaign since 2019, marketing boss Calum Laming is looking to “build forward” not build back.
Most new product launches fail. Here’s how Liquid Death defied expectations and earned a valuation of over $1bn, according to founder Mike Cessario.
B2B businesses need to embrace sustainability and make it a core positioning tool if they are to monetise their efforts and reap the financial rewards.
From nurturing T-shaped talent to benefitting from specialists on the job market, SMEs are looking for new ways to recruit their way to growth.
Chief creative officer John Schoolcraft explains Oatly is a brand without a “red thread”, which fuels its “consistently inconsistent” approach.
The retailer claims value is still at the ‘centre of its gravity’, while work on a proposed pan-partnership loyalty scheme continues.
B2B brands don’t just need the salience to make it onto buyers’ shortlists, but must also win their confidence during the purchase process.
From repositioning as a revenue generator to nailing the message internally, B2B marketers need to be patient, brave and tenacious if they want to land investment.
Career and Salary Survey data reveals younger marketers are favouring marketing-specific degrees, while the broader workforce remains dominated by the degree educated.
CEO Bjørn Gulden admits the company still has a “long way to go” as it seeks to build brand equity and recover from a disrupted few years.
Not everyone will always like it, but addressing cultural tension with genuine creative tension is the only way to drive real change.
Despite its parent company posting a pre-tax loss of almost £1bn, the supermarket giant stepped up marketing spend in 2023 in a bid to improve value perceptions.
AI: Beyond the Hype. Generative AI has the ability to transform market research, removing menial, time-consuming tasks. But tools need to be briefed “rigorously and comprehensively”, and results must still be “validated and interpreted by qualified humans”.
Campaigns designed to drive trust in the brand had traditionally centred around rational fact but with its most recent effort, McDonald’s decided humour could enable it to more effectively drive food quality perceptions.
Google owner Alphabet has so far failed to demonstrate its readiness for an AI-driven future, where its mission and established products could become redundant.
4Creative’s managing director Katie Jackson has been named interim CMO at Channel 4 as the business looks for a permanent replacement for Zaid Al-Qassab.
Domino’s says sales dipped in January but its CEO stands by the decision to “hold back” marketing spend, so it can put more investment behind a raft of upcoming launches, including a £4 lunch deal and its loyalty scheme.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
After an “abnormal” 2023 where pricing dominated, Asahi will be returning to using a broader range of levers including innovation to drive growth this year, says CMO Grant McKenzie.
It is imperative that marketers and their agencies take a lead on the climate emergency – not just for moral reasons – but for financial ones too.
Ruthless prioritisation, ringfencing money for risk-taking and optimising internally could enable SMEs to stretch their budgets further.
We arm you with all the numbers you need to tackle the week ahead.
As consumers adopt AI tools to simplify their tasks, brands need to train both humans and AI to think of them before the alternatives.
AI: Beyond the Hype. Generative AI has the potential to streamline the way marketers approach segmentation and targeting, but it’s not without its limitations, according to marketers who have been experimenting with its use.
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 how marketers are tackling the skills gap to Greggs’ sustainable growth, it’s been a busy week. Here is my take.
Four years since lockdown, did the pandemic have a detrimental effect on the career prospects of female marketers?
Purpose doesn’t have to be grandiose, it can be the embodiment of who you are at any point in time. Use this thinking to make the working world work for you.
Gender biases are still ever present in advertising models, which could be impacting brands’ capacity for creativity.
The broadcaster claims marketing is acting as a key tool to drive growth for the ITVX streaming platform, which grew total views by over a quarter last year.
More marketers are outsourcing than not – but should this be a cause for concern?
In a stagnant economy, businesses must prioritise their investments. When you have multiple brands, put those with the highest growth potential first.
Rather than sticking slavishly to the 60:40 rule, flexing the balance between long- and short-term investment could prove fruitful for SME marketers balancing the books.
The Chancellor has set out a range of measures affecting small businesses, vaping and pubs in his Spring 2024 budget.
Chief communications officer Alexia Clifford wants more action from government to tackle gambling harm, arguing proposed marketing reforms don’t go far enough.