An introduction to data collection across digital channels
Econsultancy TeamGetting the foundations of measurement right across channels including email, social and search is essential to ensure the most accurate analysis.
Salary Survey 2021: Addressing the career consequences of Covid
Charlotte RogersAs exclusive Marketing Week data reveals one in 10 marketers have been let go over the past 12 months, many in the industry are shaking off the stigma of redundancy and proving they can thrive amid the career carnage of Covid.
Revealed: The cost of Covid on marketing careers
Charlotte RogersThe 2021 Marketing Week Career and Salary Survey reveals the toll the pandemic has taken on marketers’ careers, exposing the impact of the crisis on team structures and wider business culture.
NatWest talks up ‘relationship bank’ status as Covid tests strategy
Manny PhamA year on from deciding to retire the RBS brand and reposition as the NatWest Group, the bank says it is progressing with its purpose-led strategy despite the strain of Covid-19.
Brands can use two of the four Ps to tilt the odds in their favour
Andy NairnIn this exclusive extract from his new book, Go Luck Yourself, Lucky Generals founder Andy Nairn explores the role of luck in building a brand and how a mathematician might approach marketing’s four Ps.
Marketing through a recession and merging brands: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Unilever’s long-term strategy to the partnership between Walkers and KFC, it’s been a busy week. I’m stepping in for Russell this week, so here’s my take.
Unilever’s marketing boss on why digital transformation should be led by marketing
Lucy TesserasIn her first major interview since taking on the top marketing job at Unilever, Conny Braams says the addition of digital to the CMO title has enabled her to accelerate the end-to-end digitalisation of the FMCG giant.
Consumer expectations enjoy a ‘robust jump’ but outlook remains gloomy
Matt BarkerConsumer confidence in February shows some signs of progress as the vaccine rollout continues at pace, although genuine recovery remains a long way away.
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Consumers think better of a product when they see the work that goes in
Richard ShottonThe ‘labour illusion’ means consumers perceive good products more favourably when they’re aware of the effort put in – but it also makes bad products look worse.
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If an influencer’s what you want, find a 90-year-old with bad WiFi
Mark RitsonThere’s no influence like a customer’s, as AT&T found when nonagenarian Aaron Epstein placed an ad in the Wall Street Journal criticising its service.
Three truths and three predictions for B2B marketing
Marketing Week ReportersSAP global CMO, Alicia Tillman, sets out her vision for the future of B2B marketing.
Disney+ makes play for older audiences as subscribers surge
Manny PhamPoised to bring its Star general entertainment brand to the UK, Disney is readying a suite of original content to satisfy its growing 95 million-strong subscriber base.
Why one CEO abolished the corporate hierarchy to promote progression
Charlotte RogersBy getting rid of line management, cutting ‘head of department’ roles and making progression a twice-yearly goal, Jellyfish CEO Rob Pierre claims to have radically overhauled the corporate structures holding back talent retention.
‘Value and values’: Unilever’s top marketer on the key to marketing through a recession
Lucy TesserasIn times of uncertainty, Unilever’s top marketer Conny Braams says brands must adapt to immediate changes without losing sight of their long-term strategy.
We can’t lose sight of personal connections when managing teams remotely
Tanya JosephLeaders shouldn’t forget to maintain a personal bond with their teams over video calls, since remote working makes it more difficult to sense how they’re feeling, and keep them motivated and engaged.