At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Michelle McEttrick is leaving the supermarket after six years having played a “key role” in the turnaround of the Tesco brand.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From an overreliance on simple measures of success to KFC’s turnaround story, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
When analysing simple metrics like NPS marketers can’t look at the number in isolation, they must frame it within a wider context, diagnose what it means and ask how it can be improved.
TUI now acts on customer insight “almost immediately”, a change brought about by the pandemic that CMO Katie McAlister says must remain in place if it is to retain a competitive advantage.
Samuel Day admits it’s not easy to get internal stakeholders on board when implementing a long-term strategy, but says in order to do so marketers need to educate CEOs and CFOs in the principles of marketing.
Replens MD, an intimate moisturiser brand, has won £500,000 of advertising space across the Transport for London network, while Brompton Bicycle takes home second place.
Major brands are supporting the launch of the first industry-wide census to assess the extent of the diversity and inclusion problem, the results of which will form an action plan.
The FMCG giant will stop using the word ‘normal’ to describe hair and skincare products and has banned the use of excessive digital editing as it looks to “do more good, not just less harm”.
Much has been said about the need to eradicate out-of-date portrayals of women from advertising yet the problem is far from fixed, with new research laying bare the extent of the problem.
At 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.
In 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.
In times of uncertainty, Unilever’s top marketer Conny Braams says brands must adapt to immediate changes without losing sight of their long-term strategy.
Anna Braithwaite will head up marketing for M&S clothing and home, tasked with driving reappraisal, replacing Nathan Ansell who is set to leave the business.
Marketers are rapidly upskilling in social media, ecommerce and data analytics as they look to respond to consumers’ shift online.
With brands on the hunt for ‘digital natives’ and the focus very much on harder skills in digital, data, social and ecommerce, what do marketers need to do to prepare?