Marketing Week launches effectiveness event seriesMarketing Week Reporters
The Currency of Effectiveness will feature speakers such as Mark Ritson, NatWest CMO Margaret Jobling, Dr Grace Kite and SAS CMO Jennifer Chase on how to define, deliver and measure great effectiveness.
How Riot Games topped the Netflix charts by bringing fantasy into realityMarketing Week Reporters
The video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
Bottling the buzz: How to optimise influencer marketing spend through mobile messagingMarketing Week Partner
Fashion brands have gone ‘all in’ on influencer engagement. But while ever-closer partnerships offer a highly effective way of reaching younger audiences, what happens when they miss the post on social media?
Why Very’s CMO ‘highly recommends’ marketers don’t stick to one sectorMichaela Jefferson
The Very Group’s CMO Jessica Myers had no retail sector experience when she joined the business last year, but providing a fresh perspective can be a valuable tool, she says.
Ebay UK promotes CMO to general manager roleNiamh Carroll
Eve Williams says her focus in her new general management role will be ‘delivering for customers’, aided by her marketing background.
‘Accept that you’ve never sussed it’ – marketers on the challenge and opportunity of measuring effectivenessMolly Innes
The second event in the Festival of Marketing’s Currency of Effectiveness series discussed how marketers can get buy-in from their brands to effectively measure impact, and why a fear of being held accountable could be putting marketers off pursuing meaningful measures.
How brands can overcome the confidence gap in marketing effectivenessRichard McLeod
Recessions often lead brands to retrench into short-term tactics and performance media, but there’s now more data than ever to inform the most effective plan for your market.