Marketers would be far better off focusing on what definitely won’t change in 2019 and making a list of all the things they could do better than being distracted by hollow predictions.
By Mark Ritson
Brands often talk about being customer-centric but in reality, most businesses are still not set up with customers at their core. Simply installing a chief customer officer and hoping the rest will fall into place will not cut it in 2019.
Brands must make plans, and contingency plans, to ensure they are ready for Brexit and in a position to act on whatever sequence of events actually comes about.
Could 2019 be the year the agency model finally gets a 21st-century update?
Apple has messed up by adopting a biased algorithm that disadvantages women applying for its credit card, but the chances of it harming the core technology business are slim.
Marketing Week reviews the latest books and blogs for marketers.
John Lewis pulled a surprise twist by launching a joint campaign with Waitrose this Christmas, but has Edgar the excitable dragon managed to win the heart of marketers?
John Lewis and Waitrose have joined forces on their first campaign in the latest phase of a broader strategy designed to bring the brands closer together in the minds of consumers.