Can you achieve long and short at the same time? Usually, no
Mark RitsonIt’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
Socio-economic diversity is the tide that floats many boats
Daryl FieldingAddressing marketing’s lack of socio-economic diversity could be the key to creating a more inclusive industry in general. However, making a difference starts with taking practical steps.
If marketing leaders don’t take a stand we all risk losing control
Secret MarketerIt takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.
A guide to risk versus reward for brands on social
Harry LangWith Duolingo the latest brand under fire for a social gaff, how can brands allow their social media teams the freedom to entertain without risking a PR disaster?
Why advertising will never die
Tom RoachAdvertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it.
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.
To nurture marketing’s future, champion others
Ritchie MehtaWant diverse talent to thrive in marketing? It starts with having someone in your corner. Just ask Usain Bolt.
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.
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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.
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.
Having second thoughts about first-person branding? You should be
Helen EdwardsBrands and products that refer to themselves as ‘I’ come across as infantile and annoying. Think twice when creating your tone of voice.
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.
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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.
The divergence of fortunes post-Covid means marketers need a multi-pronged approach
Grace KiteEconomists have suggested the UK’s recovery will be K-shaped, as the rich get richer and the poor get poorer, which means marketers must understand which bucket potential buyers are in and adjust strategies accordingly.