As the UK goes into lockdown amid the escalating coronavirus crisis, we round-up the biggest news from the week including what the Olympics’ postponement means for sponsors and how Nike is planning to come back stronger.
Marketers deal with crises through communications, but it is through product, price and distribution that we can make most difference to customers and keep the economy moving.
Saller has held Diageo’s top marketing job for seven years and was recently awarded a CBE in The Queen’s 2020 Honours list for services to business and equality.
From motivating remote teams to finding new methods of measuring success, marketers will need to navigate a ‘perfect storm’ as the coronavirus pandemic sparks profound changes to the world of work.
Cheryl Calverley feels lucky to have “grown up” in Unilever and Birds Eye, but it wasn’t until she left FMCG that she realised she was talking in Chinese while everyone else was speaking Dutch.
B2B marketing can be great because the size of the opportunity is great but marketers must also realise it is a test of both flexibility and endurance.
Become the best marketer you can be. Next course starts 21 April 2020.
The coronavirus crisis will test us all, but marketers need to think long-term and keep building their brands, protecting their staff and honouring their values.
Dogged for decades by a reputation for being the boring cousin of the shiny B2C brands, businesses are flipping this narrative on its head to prove B2B is a career destination of choice.
Despite falling into marketing thanks to a university prospectus, WW (formerly Weight Watchers) marketing director Jemma Banks has forged a 20-year career that has seen her follow her passions from high street retail to betting and now wellbeing.
Brands celebrating International Women’s Day should be applauded, but until they address the gender issues closer to home they are just paying lip service to the problem.
The lines between B2B and B2C are blurring as marketers continue to ‘cross the floor’ and cherry pick the best attributes from both sides.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Rather than being seen as an esoteric subset of marketing, B2B should be analysed – and celebrated – for its long-term value, level of innovation and career rewards.