Marketoonist on brand loyalty
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Don’t do something new just for the sake of it, warns Facebook CMO
Charlotte RogersFacebook CMO Gary Briggs says creativity and innovation will be key to site’s success over the next 10 years but he warns that there’s no point doing something new just for the sake of it.
Trends for 2017: Zero-based budgeting & influencers 2.0
Jonathan BaconMarketing Week outlines 12 trends, predictions and issues that will gain pace over the next 12 months. In part two we look at why zero-based budgeting will become the new normal, TV’s comeback and what the influencer model will look like in 2017.
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Iceland slams ‘Christmas in November’ as it unveils a Geordie Santa
Thomas HobbsThe frozen foods discounter says it made a conscious decision to delay its Christmas ad after customers said the festivities were starting too early.
‘A rocket ship ride’: Microsoft’s CMO on 30 years at the brand
Molly InnesHaving spent around half of his three decades at the tech giant in marketing, Capossela believes his breadth of experience – including a role as speech assistant to Bill Gates – has helped him succeed.
What makes for effective marketing and how to measure it?
Lucy TesserasTop marketers from some of the UK’s leading brands – and Marketing Week Awards judges – share what they believe are the secrets to effective marketing.
A guide to risk versus reward for brands on social
Harry LangWith Duolingo the latest brand under fire for a social gaff, how can brands allow their social media teams the freedom to entertain without risking a PR disaster?
PepsiCo on why sustainability initiatives don’t need to be ‘perfect’
Niamh CarrollConsumers are more receptive to sustainability initiatives when they are tied closely to a brand’s purpose, say senior marketers at PepsiCo.