The world of marketing was also full of advancements, contradictions and polarisation. Here is my take on the significant stories of the year.
As the world adapts to new ways of working, Unilever boss Alan Jope says leaders today must learn to master their “inner game” before they can focus on driving business performance.
While sales may have ruled the roost in B2B for decades, marketers are using their influence and experience to show their businesses the value of investing in a long-term brand building agenda.
Tesco says the closed-loop platform, which has been launched in partnership with Dunnhumby, will help brands and agencies better understand changing consumer needs and deliver more relevant campaigns.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From marketing funnels to the search for talent, it’s been a busy week. Here is my take.
Marketers might need to rethink how they talk about funnels with the wider organisation if they are to gain the most traction.
Marketers are often preoccupied with practical challenges, but also need to address questions of vision that start with ‘why?’ and ‘what if?’.
According to McDonald’s CEO Chris Kempcziski, the fast food chain’s global loyalty scheme has been the “single biggest driver of digital adoption” and is on its way to becoming the world’s largest loyalty programme.