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Post Office CMO: Mix the emotional and rational to make your brand stand out
Pete MarkeyIn competitive, fast-moving, dynamic markets, the need for differentiation and real stand out for a brand is key.
Waitrose marketing boss: Promotions persuade people to be disloyal to the brands they like
Sarah VizardWaitrose is looking to change customers’ relationship with promotions with the launch of its personalised offers scheme after marketing director Rupert Thomas admitted the current system causes people to be disloyal to brands.
Marketing industry the worst at offering training
Sarah VizardCMOs need to take over responsibility for training their marketing teams, according to industry experts, after research finds that the marketing industry is the worst at offering career development.
‘Apply your own oxygen mask first’: Why marketing bosses should address their skills gaps
Michaela JeffersonRather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Advertising returns a short-term ROI of £1.87 for every pound invested, study finds
Grace GollaschAnalysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
McDonald’s on why the ‘stillness’ of its marketing strategy sets it apart
Niamh CarrollWhile its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Pre-testing ads is not divisive, it’s a no-brainer
Mark RitsonAgencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.