Marketoonist on short-termism
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
2017 year in review: Campaigns of the year
Marketing Week ReportersFrom Burger King’s Google stunt and Ikea’s response to Balenciaga’s ‘copycat’ bag to Wendy’s 2.5 billion earned media impressions, these are the campaigns that caused controversy, set out to make a statement or put humour centre stage.
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How the portrayal of women in media has changed
Leonie RoderickWhile brands are less likely to stereotype in their advertising, there is still a way to go when it comes to the representation of women on screen and in print.
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The fake news effect: What does it mean for advertisers?
Mindi ChahalThe media industry faces a tough challenge as concerns around fake news rise, meaning advertisers associated with those media outlets could run the risk of being tarred by the same brush.
Working abroad: What it takes to be a marketer in Japan
Charlotte RogersIn the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.
TimeTo ramps up efforts to tackle sexual harassment ahead of festive period
Ellen HammettAdland’s response to #MeToo has unveiled the next steps in its efforts to crackdown on sexual harassment in the advertising industry, including a new toolkit, training programme and refreshed campaign.
The impact of Diageo’s effectiveness focus: Marketing spend is no longer first to be cut
Sarah VizardDiageo credits its two-year focus on integrating marketing effectiveness across the business with a “profound shift” in the belief in marketing investment, but says the job is not done yet.
The benefits of being a globetrotting marketer
Charlotte RogersEssity’s global marketing boss has spent her career working across five different countries, which while difficult from a personal perspective has helped her better understand global business.