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.
While 64% of marketers say they are as productive working from home as in the office, less than half have received any form of virtual training during lockdown.
Has digital acceleration come at a cost to long-term brand-building – and will brands and consumers revert to old patterns post-Covid? Marketers at the latest Marketing Week and Salesforce roundtable debated the balance of strategic planning versus lean agility.
Virgin Atlantic filing for chapter 15 bankruptcy protection might signal a turning point in how we travel – and how airline brands make money.
Downloading and listening to a branded podcast can be a sign of real consumer commitment. A mixture of engaging content and the right talent is helping brands attract attention.