As the role is far broader than a traditional CMO position, Berta de Pablos says it has forced the business 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.
Twitter has always relied heavily on users when it comes to innovation, but its recently launched prototype app will play a fundamental role in helping the brand stay ahead of consumer demand.
Marketers struggle to progress to CEO because they focus too much on marketing rather than the bigger picture, according to Diageo’s Syl Saller, O2’s Nina Bibby and Verizon’s Diego Scotti, who suggest a lack of role models is also preventing CMOs from taking the next step.
Anna Chokina has worked in Russia, America and the UK at world-renowned brands including P&G, L’Oreal and PepsiCo, but last year took on her first truly global role as vice-president of global face care and personal care at Avon.
With the first anniversary of GDPR coming into force just days away, most consumers don’t feel any better off, and nearly a fifth believe their experience with brands has actually got worse.
We arm you with all the stats you’ll need for the week ahead.
Aviva has set up a community to support the development of people aged over 45, helping it to reduce recruitment costs while retaining the best talent.