Paul Trueman, head of marketing at Mastercard, talks to Marketing Week about the skills marketers will need to have in the future and the need to turn social conversations into purchases, after his presentation on Centre Stage at Marketing Week Live.
brightcove.createExperiences();
Tesco has fundamentally shifted the way it views loyalty to be about the retailer being loyal to customers in the wake of its poor performance over the last year.
An embarrassment of riches. That’s the perfect phrase to sum up all the learnings and insights delivered by more than 200 speaker sessions at Marketing Week Live (MWL) last week. Hundreds of marketers gathered to hear the latest thinking on strategy and innovation and meet suppliers that could provide clever solutions – all with the aim of helping brands gain that vital competitive edge.
Kimberly Kriss, senior vice president of marketing at AEG Europe discusses the need to put science back into marketing to prove its value to building business and the importance of understanding which channels customers are using.
The campaign group’s latest film subverts Unilever’s marketing by taking aim at Dove’s Real Beauty campaign on its 20th anniversary.
The homeware retailer has driven more small-ticket purchases this year, as it increased volume sales by 6.2% and sales value by 4.1%.
Brand marketing drives sales but performance doesn’t build brand. Most marketers should separate the two, or they’ll risk under-investing in long-term growth.
Marketers shouldn’t leave creativity to their agencies, but use customer insight and business objectives to create a long-term vision with clear direction.