To maximise the value of experiential activity brands are extending the life of one-off stunts by creating immersive content and encouraging further brand interactions following the event to create longer-term engagement.
Summer is in full swing, with holiday breaks providing a perfect opportunity for marketers to catch up on some reading. We asked some of the industry’s top marketers what titles are on their summer reading lists.
Following the uproar caused by Marketing Week columnist Mark Ritson’s assertion that all marketing experts should have a formal qualification in marketing, senior marketers on both sides of the argument debate the hotly contested issue.
Saatchi & Saatchi’s chairman, now placed on leave by Publicis Groupe for his comments, is wrong to say the gender equality debate in marketing is “over”. Powerful white men are perpetuating inequality, even if they don’t realise it.
The EasyJet CEO advises marketers to think carefully about what innovation really means to both their customers and their business, as well as consider how they can use digital transformation to create a personalised experience.
Retailers including John Lewis, Ryman, Debenhams, Iceland and New Look have signed up to the scheme, which is supported by charity RetailTRUST and designed to improve long-term financial management and therefore employee wellbeing.