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.
Price and promotion will be “key” to Superdrug’s marketing plans over the next year, with a focus on own brand products and improving its loyalty proposition.
From taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.
It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
From a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.