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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
TUI’s CMO on turning insight into action at pace
Lucy TesserasTUI now acts on customer insight “almost immediately”, a change brought about by the pandemic that CMO Katie McAlister says must remain in place if it is to retain a competitive advantage.
Mark Ritson: Marketers who skip brand research are doomed to fail
Michaela JeffersonCMOs and marketing managers must manage their time effectively and complete a brand diagnosis within their first six months on the job, says Ritson.
How B&Q plans to move away from its ‘big orange box’ image
Manny PhamB&Q is looking to increase brand equity through the launch of its latest campaign, after pivoting its marketing strategy last year to focus on long-term brand building.
Growth Hacks: Yoppie on why customer engagement is a non-stop process
Matthew ValentineAfter notching up a 21,500% annual increase in users, period care brand Yoppie puts the strength of its community firmly at the heart of its growth story.
O2’s Nina Bibby: The CTO should be the CMO’s best friend
Charlotte RogersThe evolution of the CMO role means the relationship with the chief technology officer could be just as – if not more – important than the relationship with the sales director, says Bibby.
Zoopla on why CMOs should want to ‘decentralise power’
Matt BarkerTo explore the ‘art of the possible’ even in times of adversity, teams must feel empowered and fully supported, according to marketing leaders from Zoopla, HSBC and Benefit Cosmetics.
Nestlé CMO: ‘We never dissociate marketing from sales’
Michaela JeffersonGlobal CMO Aude Gandon explains how Nestlé is ensuring its marketing function is set up to meet new challenges in ecommerce, data and sustainability.
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