Marks & Spencer is launching a global customer experience and insights programme, designed to put the customer at the heart of decision making across the entire business.
Tom Wallis believes data can be used as a highly-effective means to improve the customer experience, as much as drive sales.
M&S wants to show consumers how far it goes to ensure food is sourced ethically and responsibly, with its latest campaign based on insights gleaned from social media.
Covid has forced an overhaul of research tools and approaches, making them quicker, more accessible and more focused on both long- and short-term KPIs.
After notching up a 21,500% annual increase in users, period care brand Yoppie puts the strength of its community firmly at the heart of its growth story.
The evolution of the CMO role means the relationship with the chief technology officer could be just as – if not more – important than the relationship with the sales director, says Bibby.
To explore the ‘art of the possible’ even in times of adversity, teams must feel empowered and fully supported, according to marketing leaders from Zoopla, HSBC and Benefit Cosmetics.
Global CMO Aude Gandon explains how Nestlé is ensuring its marketing function is set up to meet new challenges in ecommerce, data and sustainability.