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.
Choosing to set investment levels based on how many “quality” customers it can acquire – rather than a fixed budget – Moonpig has cut marketing spend to maintain profitability amid the cost crisis.
Patience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
According to PepsiCo’s senior director of ecommerce marketing, one of the business’s “biggest challenges” has been bringing retail media to the forefront of a complex marketing organisation.
From Pret to Starling Bank to Virgin Group, the Marketing Week team reveals the second set of eight campaigns that make up our best of 2022.