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.
It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
Addressing 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.
It 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.
With 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?
Advertising’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.
The 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.
Want diverse talent to thrive in marketing? It starts with having someone in your corner. Just ask Usain Bolt.
The 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.
The 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.
There 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.
Marketers 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.
Inflation 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.
Brands and products that refer to themselves as ‘I’ come across as infantile and annoying. Think twice when creating your tone of voice.
Brands 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.
If 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 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.
When 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.
Marketers 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.
People 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.
The 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.
Creating 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.
Economists 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.