With so much attention placed on leaders during times of crisis, it can be easy to forget they are also just people. People with big jobs to do, yes, but people that need coping mechanisms and support nonetheless.
With uncertainty now a hallmark of modern business, a selection of Marketing Week’s Top 100 most effective marketers discuss how they lead in a world where all bets are off.
Despite the mounting challenges of running a business in 2022, Rachael Twumasi-Corson believes transparency, counting the wins and being kind to yourself are the hallmarks of strong leadership.
It takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.