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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.
Premier Foods confident consumers won’t ‘trade down’ to own-label
Niamh CarrollConvinced more consumers will buy into its brands amid the cost of living crisis, Premier Foods plans to continue investing in marketing to grow market share.
Asda talks up ‘massive’ opportunity for retail media
Charlotte RogersAs we head towards a cookie-less future and brands explore the open web, Asda’s Alex Crowe believes now is the time for retail media to shine.
Virgin Media on avoiding ‘innovation for the sake of innovation’
Michaela JeffersonMarketing director Amy Gilbert explains how the broadband firm ensures its marketing innovations are relevant, credible and connected to the brand.
How the role of the CMO is evolving in an increasingly digitalised world
Marketing Week PartnerInsight-driven decisions and a data culture that supports creativity are the lynchpins of the CMO role in today’s digital economy.
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