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.
Embedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
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 measuring the effectiveness of purpose to marketing marketing in B2B, it’s been a busy week. Here is my take.
People tend to love or hate brand purpose, but is its real value somewhere in the middle? Top marketers and researchers weigh in.
Marketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.