Marketoonist on evidence-based marketing
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
It is all too easy to base marketing strategies on hope, fear, what has worked in the past and what others are doing, but the best marketers will hinge their decisions on the facts.
Mars’s chief marketing and customer officer Andrew Clarke tells Marketing Week his plans for the consumer goods giant and how purpose-based marketing will help achieve his goals.
From embracing new technology and partnerships, to taking a ‘test and learn’ approach, the confectionary company behind brands including Oreo, Toblerone and Milka is undergoing a cultural shift to ensure it can keep up with changing consumer demands.
Greenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.
Leadership, communication and strategic thinking are the skills most prized by CMOs, according to new research, with functional experience lagging further behind.
Exclusive data from IPA Bellwether shows more brands are expecting job losses this quarter compared to last.
Despite returning to positive volume growth, Danone’s CFO says the business will continue to make strategic price increases behind its “differentiated” products.