Marketoonist on the next big thing in marketing
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘Saying you’re customer-centric is not the same as being customer-centric’
Manny PhamSpeaking at the Festival of Marketing, Lego’s marketing director Mark Blackburn said most brands will be able to identify “significant barriers” to true customer centricity.
Waitrose on why Covid has bridged the marketing generation gap
Charlotte RogersThe Covid crisis has flattened corporate hierarchies and bridged the generation gap between marketers with decades’ worth of experience and those just starting out, according to customer director Martin George.
‘We will be a very different business’: How Sports Direct’s first CMO plans to change brand perceptions
Michaela JeffersonSports Direct’s brand health is at a low point after the pandemic, but CMO Beckie Stanion has a plan to turn around brand perceptions with large scale campaigns and a focus on sports accessibility.
Growth Hacks: Yoppie on why customer engagement is a non-stop process
Matthew ValentineAfter notching up a 21,500% annual increase in users, period care brand Yoppie puts the strength of its community firmly at the heart of its growth story.
O2’s Nina Bibby: The CTO should be the CMO’s best friend
Charlotte RogersThe evolution of the CMO role means the relationship with the chief technology officer could be just as – if not more – important than the relationship with the sales director, says Bibby.
Zoopla on why CMOs should want to ‘decentralise power’
Matt BarkerTo explore the ‘art of the possible’ even in times of adversity, teams must feel empowered and fully supported, according to marketing leaders from Zoopla, HSBC and Benefit Cosmetics.
Nestlé CMO: ‘We never dissociate marketing from sales’
Michaela JeffersonGlobal CMO Aude Gandon explains how Nestlé is ensuring its marketing function is set up to meet new challenges in ecommerce, data and sustainability.
Marketing Academy reveals the CMOs chosen to become its 2021 Fellows
Michaela JeffersonMore than 20 CMOs and senior marketers have been selected to join the EMEA Fellowship Programme, which aims to prepare marketing leaders for the transition into CEO or similar roles.
Unilever, Rolls Royce, Premier League: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
WhatsApp looks to calm privacy fears with first international campaign
Manny PhamWhatsApp is aiming to highlight the fact it holds user privacy in high regards and show how its service actually works as it launches its first global campaign.
April’s most effective ad revealed: Walkers ‘CrispIN or CrispOUT’
Michaela JeffersonWalkers is behind April’s most effective ad campaign, winning over the public by tapping into “unspoken behaviour” and scoring high on both long and short-term effectiveness measures, according to The Works study.
Getting back to basics and being customer centric: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From underlining the need to maximise opportunity by generating demand to realising you are not the customer, it’s been a busy week. Here is my take.
Personalisation in ecommerce: A beginner’s guide
Econsultancy TeamFrom the challenges of personalisation and the data needed to ensure it is effective, to best practice examples and how to measure success, this guide offers an overview of everything brands need to consider when it comes to ecommerce personalisation.
How to drive brand loyalty among the younger generations
Andrew BusbyBrands can drive loyalty among millennials and gen Z through personalisation and rewarding customers in bitcoin.