The Marketing Academy has created an online learning platform, which is available to its global community and sponsors, as well we 1,000 marketers who have been made redundant or are on furlough.
Former Costa Coffee CMO Sarah Barron has been appointed to lead the restructured team, filling the role which has been vacant since ex-McDonald’s marketer Emily Somers departed last March.
Mickey Mouse takes centre stage in Disney’s first festive campaign, which aims to get the brand and commercial aspects “working in tandem to drive engagement”.
Corporate-NGO partnerships are becoming increasingly strategic as brands look to gain insight about new markets, while charities want more than financial investment.
Zoopla’s CMO suggests marketers can learn a lot when things don’t go to plan, but that “preparation and reflection” are essential to ensure mistakes aren’t repeated.
The summer is often quieter for many marketers, so it’s the ideal time to catch up on essential reading. Marketers from Direct Line Group, Zoopla and Nationwide give their recommendations.
The word ‘failure’ conjures up many negative connotations, but it shouldn’t always be seen a bad thing because marketers often learn far more when things go wrong.
Given the hotel chain has 30 brands across multiple markets, all of which are at different levels of maturity, global marketing officer Karin Timpone says the balance between effectiveness and efficiency varies.
Design now works alongside marketing as a “creative steward” for the entire brand experience, which is driving innovation and value for the pharmaceutical business.
By uniting marketing and innovation under the remit of global CMO Pedro Earp, AB InBev has cut development timelines from two years to just 36 days.
Bringing in a role that is broader than the traditional CMO, has forced Mars to “think differently”, both from a marketing and recruitment perspective.
As another big global business hires a chief growth officer rather than a CMO, will it help to reframe marketing’s role within the wider business or is there a risk of further damaging marketing’s reputation by pitching it as something separate to growth?
As the UK’s first ‘virtual’ bank, First Direct knew it had to take a radically different approach to marketing, to ensure it not only stood out but was trusted by consumers.
Alan Jope says he never had his heart set on becoming CEO but believes the skills he learnt as a marketer have set him up perfectly for general management. But going forward he thinks marketers will need to switch from being generalists to specialists.
As England’s Lionesses make history by getting to the semi-finals for the second World Cup in a row, Marketing Week reveals the big brand winners of this year’s tournament.
From the ‘broken’ link between creativity and effectiveness to a lack of understanding of brand building among the C-suite, we arm marketers with all the numbers they need to tackle the week ahead.