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Why have mobile operators failed to innovate for so long?
Lara O'ReillyI breathed a sigh of relief when Matthew Key, CEO of Telefónica’s new Digital division admitted that mobile operators’ failure to innovate has seen them becoming “commoditised” and – perhaps mostly tellingly – “irrelevant”. Speaking at the Wired 2011 event in London, Key said the entire “ecosystem” for mobile has changed, with the catalyst for […]
Marketing is not an engineering discipline
Seb JosephIBM’s global CMO report highlights the growing need for data amid a stuttering economy; with 72% of CMOs worldwide saying budgets are a concern. But when advertising decisions are based on numbers, is the need to be creative lost? IBM’s global study of 1,700 CMOs reports that more than two thirds of chief marketing officers […]
Accor revamps site and loyalty programme
Russell ParsonsAccor, the hotels group that owns the ibis, Novotel and Mercure brands, is revamping its ecommerce platform and loyalty programme in a bid to ward off competition from distribution sites such as Expedia.
Airbnb’s narrative and reinstating the CMO: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Airbnb’s desire to control the narrative to Gap reinstating the CMO role, it’s been a busy week. Here is my take.
‘A different way of building brands’: Diageo on using AI to get closer to ‘real consumers’
Grace GollaschDiageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.
‘Led by the process’: One flooring brand on upending category conventions
Josh StephensonWith 80% of customers unable to name an underlay brand, Interfloor has embarked on a brand building journey to turn those figures around.
Controversial Apple ad ranks low with consumers and industry alike, data suggests
Molly InnesThe ad, which Apple has now apologised for, had a “less negative than you might expect” reaction from consumers, claims System1. However, it still falls short.