As members of Marketing Week’s CX50 list demonstrate, companies can only deliver what the customer wants and needs if the whole organisation is aligned.
Marketers often talk about their desire to be more customer-centric, but it won’t be achieved by cutting corners. Brands must invest both time and money to get it right.
Customer closeness used to enable marketers to conduct the orchestra of the marketing mix but too many now are woefully under-prepared and under-trained to play this vital role.
Peter Field and Les Binet have shown us a model for how short- and long-term marketing work together but the reality is achieving this in practice is hard.
With brands increasingly looking to do more with less in the Covid-19 era, is the age of the old school one-stop-shop agency coming to an end?
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Coca-Cola and McDonald’s signalling a return to marketing, to the virtues of zero-based budgeting, it’s been a busy week on Marketingweek.com. Here is my take.
Channel 4 is running an ad break takeover this evening that aims to support local businesses by highlighting that the British high street is back open.