By unveiling that 007 will be a black woman in the next James Bond movie, the producers of the franchise have learned a lesson all brands should take heed of – brands that want to stay relevant and true to their identity must continue to evolve.
To some people the marketing funnel is far too simplistic; to others it can be a priceless tool for improving sales.
Digital TV is becoming ever more popular among consumers, yet it lags behind in advertisers’ plans. Yet as the siloes between digital and TV break down, it is an area brands should find worth exploring.
It’s all very well being differentiated, disruptive and revolutionary, but if your main competitor makes a meaningful improvement, your brand will drop behind if you don’t follow suit.
Focus groups are a bone of contention, as a Twitter debate featuring Professor Byron Sharp this week showed, but while they are flawed, they are still a quick and cheap route to useful insights.
As another big global business hires a chief growth officer rather than a CMO, will it help to reframe marketing’s role within the wider business or is there a risk of further damaging marketing’s reputation by pitching it as something separate to growth?
In order to increase the representation of people from diverse background, brands have got to create the right conditions for diversity to grow.
Welcome to the new-look Marketing Week, where we’ve made some changes to serve our purpose of helping you become a more effective marketer while reflecting the modern marketing landscape.
Can veteran marketer Miguel Patricio use his expert eye to turn a dusty and confused portfolio around or has he got himself into a giant box of shit?
The value of A/B testing should not be underestimated, but all too often it’s overlooked.
The Cannes Lions festival featured endless ill-informed speculation about 5G mobile networks, all rendered pointless by Mark Ritson’s wondrous new invention – 9G.
People don’t automatically trust machines, so as personalisation and automation step up a notch marketers need to ensure they do everything they can to create transparent and user-friendly experiences.
While a marketer’s job is varied, ultimately the end-goal is to find profitable customers.
As the Cannes Lions Festival of Creativity draws to an end for another year, many marketers will be patting themselves on the back for wins at the awards. But are they really measuring the effectiveness of their creativity?
Marketing suffers from a lack of consensus about what’s likely to work and many marketers often kill creative effectiveness by making things more complicated than they need to be.
Steve Jobs built Apple’s brand on simple design and a sparing product line-up, but now its portfolio is a mess of wires and product variants that make Microsoft look like the cooler brand.
When the European beauty bookings service needed to find new customers, it decided to get rigorous about the impact of each pound spent on advertising.
The transformation of the economic and cultural landscape means the notion of value is changing and a very different era for marketers awaits.