Too often marketing effectiveness is the sole preserve of strategists and only spoken about when entering awards, but for advertising’s impact to be understood outside the marketing department this needs to change, says BBH’s managing partner of effectiveness, Tom Roach.
Anchoring its brand firmly in environmental activism, Patagonia is committed to take an unconventional, mission-driven approach to retail success, explains European marketing director Alex Weller.
Founders live and breathe their brands, and Superdry’s Julian Dunkerton should be able to correct the strategic mistakes of the past, as long as he’s not stuck in the past himself.
From Unilever increasing investment in digital skills to Coca-Cola streamlining innovation here’s everything you need to know this week.
We spend too little time listening and too much time preparing to speak. By focusing more on others’ words and less on our own response, we can make more progress collaboratively.
While job prospects have improved slightly compared to three months ago many more companies are still expected to cut staff than hire.
Sky is forgoing its usual product-led approach in a new marketing campaign that aims to build an emotional connection with customers and get people thinking differently about the business.