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.
Alan Jope says the top marketing role has taken a while to fill as the business has been refining what it means to be CMO at Unilever and looking at both internal and external candidates.
Marriott and Pinterest have had to deal with fierce criticism – albeit for very different reasons – but in both cases they responded with a clear comeback that was in-keeping with their core purpose, which helped guide them through.
The FMCG giant wants to “unprogramme” the way marketers and agency partners think to address the gender bias in its advertising, after research revealed men outnumber women three to two.