Direct Line’s top marketer believes too many brands are allowing their marketers to “get bogged down in data” and there must be a balance between creativity and number crunching.
BT’s chief brand marketing officer Zaid Al-Qassab warns that a digital focus will result in marketers chasing clicks and forgetting how to connect with consumers on an emotional level.
Retailer says there was a “misunderstanding” after a price match promotion was confused with its Black Friday deals.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
As we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Michelle McEttrick is leaving the supermarket after six years having played a “key role” in the turnaround of the Tesco brand.
Marketers are feeling optimistic about employment prospects as the UK’s lockdown restrictions ease, following a year marred by redundancies and furlough.