Marketoonist on 40 years of marketing
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
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‘Father of modern marketing’ Philip Kotler on avoiding brand decay and preparing for disruption
Lucy TesserasSince writing his first book in 1967, Philip Kotler has gone on to become one of the foremost voices on marketing strategy, and five decades on he is still as candid as ever.
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Sir John Hegarty: Creativity is receding from the world of marketing and the obsession with data is to blame
Sarah VizardBrands have become risk-averse and ads are boring, says advertising guru Sir John Hegarty. If the industry wants to survive it has got to lose its obsession with data and go back to its roots.
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Aldi, Guinness, Yellow Pages: The nation’s favourite marketing campaigns revealed
Marketing Week ReportersFrom the charming JR Hartley to Cadbury’s iconic gorilla, we look back through five decades of marketing to find consumers’ most loved campaigns.
Marketing effectiveness and CFO buy-in: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From celebrating marketing effectiveness to learning from Boots’ CFO about how to strengthen the tie between marketing and finance, it’s been a busy week. Here is my take.
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BT Sport: A small budget is an opportunity to think differently
Michaela JeffersonBT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
Almost half of marketers plan to recruit staff over the next three months
Michaela JeffersonPlans to expand staffing levels have now been recorded for three successive quarters, signalling progressively stronger conviction in employment growth expectations.
How Coca-Cola maintained ‘human-centric’ insight throughout the pandemic
Manny PhamCoca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.