Marketers must break out of the ‘expertise trap’
Colin LewisExperience combined with expertise is seen as the holy grail, but could this expert perspective cause marketer’s outlook to narrow?
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An unlikely vision of the future from the Consumer Electronics Show
Mark RitsonEveryone gets something blown in Vegas. For our star columnist it was his mind. By innovation. At the annual Consumer Electronics Show.
It is time to wipe out marketing’s gender pay gap
Tanya JosephThe marketing industry needs to make far more progress in tackling the gender pay gap if it wants to attract the brightest and best to the sector.
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This year’s predictions from the digerati
Ben DavisFrom the future of third-party cookies to the dearth of digital talent, there is plenty of opportunity and challenge in digital marketing this year.
Marketing’s claim to the C-suite is more than strong enough
Helen EdwardsMarketing is infuriatingly hard to articulate, and apt to languish unnoticed and unappreciated by those in harder-edged corporate roles. It can, however, make the difference between a corporation and its brands hobbling along the ground or soaring up into the stratosphere.
New year, new brands – it’s a real phenomenon
Richard ShottonResearch has found that customers are more open to trying something new soon after a landmark event, opening up an opportunity for brands to get them to switch.
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The story of Casper shows there is no DTC ‘revolution’
Mark RitsonFor all their trendiness and disruptive rhetoric, most direct-to-consumer brands do nothing new, and ultimately rely on traditional marketing and retail channels to scale and grow.
Your challenge for the 2020s: Make marketing more accessible
Russell ParsonsOur annual Career and Salary Survey has confirmed the lack of socio-economic, ethnic and geographical diversity in marketing. It’s a problem that every marketer needs to not only accept but also address.
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Tourism Australia was onto a winner until tragedy intervened
Mark RitsonThe ‘Matesong’ campaign is a wonderfully executed piece of advertising but Australia’s bushfire crisis has sadly changed the country’s image – perhaps forever.
The big questions for marketers from CES
Tom GoodwinEvery year at the Consumer Electronics Show, marketers try to find the answers to pressing questions about the future. But the questions they ask are just as important.
This Veganuary brands should be wary of ‘meat-free’ mania
Charlotte RogersAs every brand from supermarket retailers to fast food giants race to bring vegan food to the masses, it is worth taking a step back and asking – does the world need another jackfruit wrap?
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Are you as customer-centric as you think?
Ben DavisMany brands are talking the talk about user-friendly digital but far fewer are bothering to walk the walk.
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Marketing needs a culture of creativity
Andrew GeogheganMarketers need to deploy creativity against strategic opportunities, a broad audience and balancing long-term and sales-generating activity.
Beware ‘Hotel California’ brands – those you can never leave
Colin LewisSubscription businesses are taking off but companies need to ensure they are creating value, rather than just extracting it, if they don’t want to end up on a dark desert highway.
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Have yourself a media-neutral Christmas
Mark RitsonMarketers should follow Santa’s example this Christmas. He needs elves and reindeer to deliver all his presents in time, not just one or the other.
Your 2020 to-do list
Russell ParsonsFrom standing up and being proud of marketing as a career, to turning back to insight to understand customers, and from the need for new routes to attract a more diverse workforce, to TimeTo campaign’s uphill struggle, we set out the key items that need to be on your list of priorities in 2020.
Here’s what I hope will change in 2020
Helen EdwardsA change of decade carries with it a weight of hopes and predicted changes. Here’s my wish list of the ways I hope marketing will be better in 2020.
Winners, losers and those who dared to be different in 2019
Russell ParsonsThe end of the year is a time for reflection, and for looking back at what we can learn from the brands that stood out in marketing in 2019.