Marketing’s influence in creating an organisation’s vision has arguably never been stronger but the task of attracting and retaining the visionary marketers of the future, building the right structure and team balance has never been more challenging.
Customers’ paths to purchase differ widely between brands and sectors, but as Marketing Week’s panel finds, some best practice is universal and always proceeds from the same starting point: put the customer first.
Following this year’s inaugural Vision 100, Marketing Week and Adobe brought together members of this list of visionary marketers to ask what it means to be one, the impact on business and whether it can be learned.
Rather than slashing R&D budgets in response to the pandemic, the vice-president of L’Oréal’s tech incubator believes there is still “so much room” for innovation.
CEO Ken Murphy explains why the supermarket is in “good shape” as it prepares for the challenges of the year ahead.
Marketers should worry less about their carefully crafted brand image and take more risks because, as brands such as Porsche, Volvo and Ben & Jerry’s show, consumers don’t care about what they stand for.
Covid-19 may have delayed the rollout of the Virgin Group’s new loyalty scheme, but Virgin Red CMO Kelly Best is a firm believer that staying agile is more important than waiting for the ‘perfect moment’ to launch.