Four ways to play a world-class marketing game: read the cover feature here Building a school of marketing excellence: read about how British Gas is rolling out its own Marketing Academy Innovation that focuses on the customer: how Ideal Standard switched from being an engineer-led to a customer-led business The term ‘marketing capabilities’ is one […]
Marketing suffers from a lack of consensus about what’s likely to work and many marketers often kill creative effectiveness by making things more complicated than they need to be.
As another big global business hires a chief growth officer rather than a CMO, will it help to reframe marketing’s role within the wider business or is there a risk of further damaging marketing’s reputation by pitching it as something separate to growth?
The new campaign focuses on the role of TV advertising in business transformation for the first time, using a mythical character – the Tooth Fairy – and her struggles to grow her new business.
Not all publicity is good publicity, but as long as you don’t undermine your proposition or entirely alienate your market, the salience gained from a bad news story often outweighs any damage to brand image.
As 2019 draws to a close and we enter the 2020s, SEO and content marketing are booming. How can marketers take advantage to grow their careers and build effective teams?
Direct Line is linking customer outcomes with commercial uplift, finding a brand purpose in “peace of mind” and switching almost exclusively to brand building for its recent Churchill campaign.