How to navigate from the Great Resignation through the Massive Redundancy
Harry LangInflation and a likely recession will undoubtedly drive waves of redundancies this year. If it happens to you, here are 10 tips for getting back on your feet.
Advertisers need to get over their fear of commitment
Grace KiteMarketers are getting in their own way by being afraid to financially commit to their campaigns. New data shows ROI is generally higher when advertisers spend more – that is, until they spend too much.
The place where your ad is seen is as important as what it says
Richard ShottonContext-dependent memory means we recall things better in the same contexts where we first experienced them, which is key for point-of-sale advertising.
1 Comment
Suffering from impostor syndrome? The cure is simpler than you think
Mark RitsonMarketers are prone to impostor syndrome, but solid training and a more realistic view of your peers’ achievements will show your worries are unfounded.
Marketers are the logical choice to lead on sustainability
Christine MoormanCompanies can no longer treat climate change solely as a matter of corporate responsibility or a branding opportunity. It’s time to take action and marketers are well placed to lead.
1 Comment
Transforming logos for Pride has lost brand impact and become ‘rainbow-washing’
Mark RitsonWith more brands altering their distinctive assets more frequently, often for the same reason and at the same time, code play is becoming far less effective.
We need to break the duality of women to change the shape of leadership
Helen JamesIn a new column exploring the intersection of marketing and gender, Helen James, co-founder of Creative Equals/Business, says training and workplace initiatives alone will not be enough to get more women to the top. Instead it’s about removing long-held beliefs and behaviours, and marketers are in a perfect position to help drive this change.
If you don’t invest 5% of your budget in research, you don’t know what you’re doing
Mark RitsonThe BBC’s decision to invest heavily in research should be celebrated by us all and noted by marketers. Investing 5% of your budget in market research is not superfluous, it’s key to understanding customers, serving them better and growing your business.
P&O is the rare reputation crisis that really does matter
Mark RitsonThe damage P&O Cruises has suffered from P&O Ferries’ mistakes cuts to the core of the business, and leaves the separately owned brand with four options.
1 Comment
Volkswagen is right to put profit before sales
Mark RitsonThere are two paths brands can follow – one leads to sales while the other points to profitability, and the latter is invariably the right one to choose.
Emotions are contagious: Don’t let fear be your team’s underlying emotional current
Helen EdwardsThe way marketing leaders behave directly influences their team. Positive CMOs are more likely to get their teams to deliver positive outcomes – and the same is true at the other end of the scale.
Search for the sweet spot between optimism and realism
Helen EdwardsMarketers aiming to be entrepreneurial mustn’t be too ambitious or too negative, but instead be a ‘spotist’, who sees both the opportunities and challenges without being overwhelmed by either.
Consumers are cutting back – is your brand next for the chop?
Helen EdwardsInflation forces consumers to edit brands out of their lives. To retain a starring role, your brand must be essential to their day, or inject it with joy.
When faced with seismic political events, the rule is ‘deeds, then words’
Tanya JosephBrands should look first at how their business and people are impacted by social and geopolitical issues, and only speak publicly when their actions are already making a difference.
Marketing must get better at supporting women’s careers
Tanya JosephIf brands really are serious about closing the gender pay gap forever, embracing full flexibility – not just hybrid working – would be a good place to start.
Channel 4’s ‘Black to Front’ day feels like tokenism: We need diversity every day
Tanya JosephChannel 4’s showcase for Black talent won’t fix the creative industry’s problems if organisations don’t commit to representing the diversity of their consumers throughout their teams.
To build a future-proof marketing team, hire ‘batteries included’ marketers
Colin LewisWhen it comes to hiring, skills are less important. Instead focus on mindset, character, attitude and a ‘batteries included’ mentality that means they are up for the challenge and able to get things done.
How to survive and thrive as a marketer in a startup
Colin LewisMarketers see startups as glamorous but are often made scapegoats for their failures. Here’s how to avoid that trap and set yourself up for success.
The perils and pitfalls of a startup career
Colin LewisPeople imagine working for a startup will make them rich and free them from the shackles of corporate servitude, but the reality is very different. Here’s how to go in with your eyes wide open.
Algorithms are powerful new agents of double jeopardy
Grace KiteThe algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.
1 Comment
If there was a marketing effectiveness ‘crisis’, it’s now over
Grace KiteThe industry has been telling marketers their ability to sell stuff using ads is in decline, but as well as not being particularly helpful it’s simply not true. New data shows ROI has been increasing over the past five years.
Marketers are in pole position to shape consumer demand for sustainability
Grace KiteCreating a lower carbon alternative is one thing, but brands still need to get people to choose it, and marketing and advertising has the opportunity to be the driving force in helping people make the transition.