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.
While demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Account-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.
Promoted to CMO at the fast food giant, Michelle Graham-Clare has been McDonald’s most senior UK marketer since the departure of Gareth Helm last summer.
Gabriella Neudecker replaces marketing veteran Chris Macleod, who retired earlier this year after almost 15 years with the business.