Apple beats Amazon and Google to reclaim title of world’s most valuable brand
Molly InnesApple is “on course” to become the world’s first trillionaire brand after topping Kantar’s BrandZ ranking for the first time since 2015.
‘A rocket ship ride’: Microsoft’s CMO on 30 years at the brand
Molly InnesHaving spent around half of his three decades at the tech giant in marketing, Capossela believes his breadth of experience – including a role as speech assistant to Bill Gates – has helped him succeed.
Microsoft CMO: Marketers need to ‘get over their imposter syndrome’
Molly InnesMarketers are the equals of their peers in sales and finance, argues Microsoft’s Chris Capossela, who believes marketing can build brand love by focusing on price.
Revealed: Marketing Week Masters Brand of the Year shortlist
Marketing Week ReportersA total of seven brands have been nominated for Brand of the Year, with the winner to be announced at the Marketing Week Masters awards in September.
‘We were digital first responders’: Why Microsoft wants a key role in the post-pandemic recovery
Matt BarkerThe tech giant’s UK CMO Paul Bolt believes future success will be gained by staying “humble” and remaining optimistic about the challenges of a post-pandemic world.
Relevancy and responsiveness: The secrets to successful brand growth
Matt BarkerMaintaining relevance and responding rapidly to consumer demand has helped Microsoft, Coca-Cola, McDonald’s and Disney retain their spot in Interbrand’s top 10 after 20 years.
Salary Survey 2019: Brands’ sluggish response to the gender pay gap is failing female marketers
Charlotte RogersThe annual Marketing Week Career and Salary Survey shows that despite brands making some progress the gender pay gap in marketing persists for every sector and level of seniority.
Salary Survey 2018: Wellbeing and the future of work
Charlotte RogersOpportunities for flexible working are in high demand from marketers but only a minority have them available, suggesting employers need a more open-minded approach to retain talent.
Microsoft: Tech means marketing is now a career option for more people
Lucy TesserasGeneration Exchange: Microsoft’s Paul Davies and Steven Woodgate believe technology means young people with learning difficulties have more opportunities in marketing.
Tommy Hilfiger, Facebook and Burger King on what makes a marketing leader
Charlotte RogersTop global marketers discuss the key attributes a modern marketing leader needs to succeed in 2017.
The Big Debate: Is becoming an ‘ecosystem’ brand the only way to win customer loyalty?
Charlotte RogersConnected and convenient, ‘ecosystem’ brands like Amazon and Google may have the greatest potential for future growth, but does this model work for every business?
Microsoft’s Kathleen Hall: Marketing should be about simplification and distillation
Lucy TesserasThe tech giant’s corporate vice-president of brand, advertising and research, shares her views on what most derails marketers today and what it takes to be a good leader.
How to mastermind a career rebrand
Charlotte RogersUnwilling to be typecast by any one role, marketers are orchestrating strategic career rebrands that not only grow their skillset, but add real value to the business.
Microsoft: ‘CMOs are not comfortable with the growing role of tech’
Mindi ChahalMicrosoft’s US marketing chief Grad Conn says marketers are being pushed into martech without knowing how to set up their organisations to manage it but believes that it will enable them to take control of the increasing revenue responsibility they’re facing.
Digital transformation is about more than new technology
Rachel GeeMarketers at Argos, Microsoft and Citi Bank have their say on why brands need more than technology when undergoing a digital transformation.