When Cristina Diezhandino took over as Diageo’s CMO last summer she saw it as an opportunity to rethink “the future of marketing” and introduce six pillars to rally the drinks giant’s 1,200-strong team.
Marketers 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.
Focus groups are “incredibly unhelpful” in the market research mix, according to Santander UK chief customer and analytics officer Saj Arshad, who believes new methodologies are proving to be more effective.
A decade long agency relationship built on trust and consistency convinced Ikea to run with its 2019 Christmas campaign ‘Silence the Critics’, despite the concept floundering in pre-production tests.
Addressing three core needs – autonomy, competence and relatedness – can help bring brands closer to their consumers, says psychologist Natalie Nahai.
From a new recipe for pic n’ mix comms, to making extreme choices, Mark Ritson shares his marketing twists that can help SMEs get big brand outcomes.
Unilever promises to continue investing in “the long-term health” of its brands despite the pressure of rising commodity costs, as third quarter turnover increases 4% to €13.5bn (£11.3bn).