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.
The collective silence of sponsors during the European Super League fiasco spoke volumes, but brands should still be looking at ways to rebuild trust and engagement for fans of the beautiful game.
Louise Maugest will lead UK marketing operations, replacing Kris Robbens who takes on a global role as senior director of brand strategy at the soft drink giant.
The Global Alliance for Responsible Media’s new report into digital brand safety performance is a “notable milestone” for the industry, says Isabel Massey, but that does not mean marketers can rest on their laurels.
In an age of image fatigue, audio is fast becoming a favoured medium for brands looking to up the emotional engagement.