In competitive, fast-moving, dynamic markets, the need for differentiation and real stand out for a brand is key.
Waitrose 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.
CMOs 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.
CEO Alex Mahon believes the broadcaster is “stronger” and more able to deliver on its purpose “than ever” as it transitions into a post-pandemic world, having successfully grown its digital platform and increased diverse representation.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Creative work can be made more efficient by minimising confusion in the review process and making responsibilities clear – and by adopting the right technology to help.
Experiential marketing has been on hold in the pandemic but, while expensive to invest in, experiences are important to consumers, so brands should let their imaginations fly again.