Marketers 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?
An emerging divergence of opinion between marketing managers and the C-suite is highlighting different expectations around issues of inclusivity, agility and development.
With confidence in marketing hitting a low point, how can the industry change negative perceptions and reclaim customer trust?
The latest podcast in our series on the stories behind effective marketing campaigns examines how Britvic transformed Robinsons, repositioning it and reviving a flagging category in a grand prix-winning effort.
The cases of Tesco and Greggs show that radical reinvention isn’t always the answer and that all too often going back to basics can be more effective.
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Efficiency and effectiveness need to coexist in marketing, and to achieve that requires having the right metrics and the tools to measure them.