Once a company becomes publicly listed, marketing often becomes one of the most closely scrutinised areas of spend by investors and the analysts who inform them.
Marketers are becoming increasingly disenfranchised by the lack of transparency in agency relationships, but there are steps that can be taken to help restore trust.
The era of brand and performance as separate and distinct strategies is coming to an end, as marketers rethink everything from media strategy and creative synergy to team structure and semantics.
Refreshed and ready to prance, Moonpig’s pig mascot has returned after a four-year hiatus to reunite the original icons of the brand, explains CMO Kristof Fahy.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
As Marketer of the Year, Camelot CMO Keith Moor believes being an effective marketing leader comes down to building credibility by delivering on promises and having a curious mind.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From celebrating marketing effectiveness to learning from Boots’ CFO about how to strengthen the tie between marketing and finance, it’s been a busy week. Here is my take.
BT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.