Trust in the media has been damaged along with trust in business, according to new research, so organisations need to develop more informal channels to connect effectively with their audiences, says Mary-Louise Clews.
Advertising Feature: The challenge for marketers in 2013 will be not just to tell stories, but to encourage their audiences to participate in the storytelling process, says Rebecca Grant, managing director consumer UK & EMEA at Cohn & Wolfe.
Advertising Feature: The ‘healthy addiction’ trend is one of four trends that today’s marketers need to understand in order to relate to people as individuals, says Richard Medley, managing director of Nexus Communications.
Coca-Cola’s ditching of its chief marketing officer role for a chief growth officer is a clear warning to CMOs: stand for growth, or lose it all. Thomas Barta, co-author of ‘The 12 Powers of a Marketing Leader’, explains.