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How to become a master of your career
Rachel GeeMicrosoft’s Helen Tupper and Sainsbury’s Sarah Ellis offer practical advice on personal and professional development in the marketing industry.
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How to prevent a client-agency catastrophe
Maeve HoseaConsumer behaviour and technologies are evolving at unprecedented speed, so brands and agencies need to work more collaboratively and flexibly to take full advantage of the new opportunities that are arising.
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Industry-specific marketing training: Highly relevant or too niche?
Mindi ChahalThe Chartered Institute of Marketing has launched its first sector-specific marketing programme for the construction industry to address a growing need in that sector, but should other industries follow suit or could it lead to narrow thinking?
‘It’s a pivotal moment’: Skoda targets new customers with electric push
Matthew ValentinePlanning a leap forward in both product and brand image, Skoda is looking to target a new customer base with the launch of its fully electric model.
The divergence of fortunes post-Covid means marketers need a multi-pronged approach
Grace KiteEconomists have suggested the UK’s recovery will be K-shaped, as the rich get richer and the poor get poorer, which means marketers must understand which bucket potential buyers are in and adjust strategies accordingly.
Is it time for a brand character renaissance?
Charlotte RogersBrand mascots have largely fallen out of favour in recent years, but marketers should not underestimate their unifying ability to deliver the humour and emotion consumers love.
ASA threatens action against rule-breaking brands as it names and shames influencers
Michaela JeffersonThe Advertising Standards Authority is “escalating” sanctions against the social media influencers breaching advertising rules and warns brands they’re next in line.