Neuroscience can teach marketers to tell better stories
Laurie Castelli-GairNeuroscience shows how brands use (and misuse) stories when trying to connect with consumers.
How marketers can escape the ‘productivity paradox’
MaryLou CostaBeing consumed by ‘work about work’ is leading to heightened burnout and imposter syndrome among marketers, but new research from Asana sheds light on a way out.
The Marketing Academy reveals its 2021 Scholars
Michaela JeffersonThirty marketers have been selected to take part in this year’s UK Scholarship programme, which aims to prepare emerging leaders to take on senior and board- level roles.
To advance your career, let go of your need to be ‘me’
Colin LewisMarketers too often develop a limiting set of beliefs about who they are, what they do and how they behave. If you’re frustrated with your career this is the first place to look.
‘Mental models’ are the key to measuring the things that matter
Peter WeinbergMany marketers use metrics of no relevance to brand or financial outcomes, but the following concepts can help guide you towards more effective measurement.
P&G’s Marc Pritchard: ‘I fire and rehire myself every 18 months’
Michaela JeffersonProcter & Gamble’s chief brand officer reveals how he stays “fresh” and inventive after nearly four decades with the company.
Redundancy Chronicles: Keep walking
Secret MarketerNew opportunities will always arise so make sure you have the inner confidence to persevere.
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3 questions I wish I’d asked as a junior marketer: UKTV’s Simon Michaelides
Matthew ValentineThe foundation of a successful marketing career is knowing what you want and running your own race, says UKTV chief marketing and innovation officer Simon Michaelides.
Waitrose’s top marketer on the beauty of working for iconic British brands
Charlotte RogersFrom Boots and Cadbury to British Airways and the Post Office, Waitrose’s customer director has soaked up a wealth of marketing knowledge working across a variety of British brands during his 37 year career.
Redundancy Chronicles: The right thing, not the first thing
Secret MarketerWhen looking for your next job don’t settle. Just because you’ve been made redundant doesn’t mean you should lower your standards. If the fit isn’t there, move on and put the interview down to experience.
Redundancy Chronicles: Learn by doing
Secret MarketerThe experiences gained during periods of reflection can be invaluable; they help build you into a more rounded and interesting person.
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Pinterest CMO: ‘Marketers are misunderstanding the value of insight’
Michaela JeffersonThe social media platform’s top marketer, Andréa Mallard, argues that insights and data should be used to inform ideas, not looked towards to provide answers.
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Marketing’s Midlife Crisis: A screenplay by Mark Ritson
Mark RitsonIs loyalty dead? How many positions is too many? And who the fuck is Byron? Our columnist presents a modern marketing love story.
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Attempts to update the four Ps are embarrassing – they’ve endured for a reason
Mark RitsonWhenever a marketer sets out to improve, augment or adapt the four Ps, they reveal the absurdity of the exercise and reinforce why product, price, place and promotion remain the core concepts of the marketing mix.
Redundancy Chronicles: Quit talking, start doing
Secret MarketerGetting yourself out into the world of work again, in whatever form that might take, will help you realise your value.