How marketers can win over the C-suite
To win over internal sceptics, marketers must forge stronger bonds with the C-suite by talking about marketing as a lever for growth and better defining their scope and impact.
How marketers can ensure their voice is heard by the rest of the C-suite
Lucy TesserasMarketers often complain they are not taken seriously by the rest of their business, seen as doing the fluffy, creative stuff rather than leading on strategic thinking, so what can CMOs do to ensure the rest of the C-suite listens?
Stuck in the middle: Why marketing managers feel disconnected from the C-suite
Charlotte RogersAn emerging divergence of opinion between marketing managers and the C-suite is highlighting different expectations around issues of inclusivity, agility and development.
How marketers can improve their impact and influence
Charlotte RogersWith confidence in marketing hitting a low point, how can the industry change negative perceptions and reclaim customer trust?
The Week in Tech: Apple looks set to fold and less RAM for your buck
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘You can’t keep fishing in the same pond’: How Primark’s first TV ad ‘changed the conversation’
Grace GollaschPrimark’s first TV campaign delivered record ad awareness, double-digit denim sales growth and helped shift quality perceptions.
Beyond ROI: Why marketing needs risk metrics
Sam DiasMarketers can borrow a framework from finance to help maximise returns while managing risk by adapting the maths, tweaking the assumptions, and applying it to marketing portfolios.
‘Strategic bullseye’: Inside Paddy Power’s quest to be an entertainment brand
Grace GollaschFresh from recruiting Rob Lowe and Danny Dyer for its World Cup campaign, Paddy Power is on a mission to become the “number one talked about brand”.