What do Sir John Hegarty, Jan Gooding and Reach’s Andrew Tenzer want to see eradicated from marketing?
Everyone has their industry bugbears. The things that irritate and infuriate them. The things that make their job that little bit harder. Or those things that do nothing to support the industry’s reputation.
Brands don’t run global marketing campaigns because it makes creative sense or is what customers want, but because it saves money, according to advertising guru Sir John Hegarty.
Jan Gooding is one the best known and highest regarded marketers in the UK. She tells Marketing Week editor Russell Parsons about her “career limiting” inability to keep quiet and the racism and sexism of 80s ad land.
The insurance brand believes implementing a culture of effectiveness can help CMOs drive legitimacy in the board room and get CEOs and CFOs on their side.
The interest-led social network is looking to experiential, social and partnerships to reinvigorate its audience.
EA Sports’ top marketer on what goes into rebranding a product with 30 years of heritage – and how utilising strong partnerships and data brought it to life.
For those facing tricky budget negotiations or trying to get innovation green-lit there’s no silver bullet to success, but there is plenty you can do to maximise the chance of sign-off.
The online retailer says it has progressed towards its strategic goals but remains exposed to overreliance on promotion and returns.