TUI 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.
CMOs and marketing managers must manage their time effectively and complete a brand diagnosis within their first six months on the job, says Ritson.
B&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.
The classic marketing principles won’t change, but prevailing uncertainty means marketers must be able to adapt campaigns in response to changing events and consumer mindsets.
We arm you with all the numbers you need to tackle the week ahead.
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 Asos increasing marketing spend to Moonpig’s brand character revamp, it’s been a busy week. Here is my take.
New opportunities will always arise so make sure you have the inner confidence to persevere.