Coronavirus: Marketing Week’s promise to you
Russell ParsonsWith the present so worrying and the future unknown, Marketing Week will be here to help you guide through the coming weeks and months by sharing news, insights and your stories.
Russell Parsons
Coronavirus, B2B, Direct Line: Your Marketing Week
Russell ParsonsEvery Friday afternoon, I will analyse the key stories of the week, offering you my personal take on what they mean for you, your job and the industry. From the impact of the coronavirus, to the future of loyalty and a deep dive into B2B marketing, it’s been quite the week on Marketingweek.com. Here is my take.
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It’s time to celebrate the virtues of B2B
Russell ParsonsRather than being seen as an esoteric subset of marketing, B2B should be analysed – and celebrated – for its long-term value, level of innovation and career rewards.
Nationwide CMO: We need to stand up for marketing if we want it to flourish
Russell ParsonsNew job titles such as chief growth officer are symptomatic of a sometimes “apologetic” marketing industry that needs to be more confident in the value it offers, according to the building society’s top marketer Sara Bennison.
Take great confidence from your ‘superpowers’
Russell ParsonsHaving the ability to be of value to customers, while assisting colleagues and the company in delivering profitable growth, is something marketers should be proud of.
How the British Army’s ‘Snowflakes’ campaign achieved more with less
Russell ParsonsThe campaign’s use of contemporary descriptors was meant to spark a debate and coverage beyond the ads and force a reappraisal of the career options the Army offers. It worked, achieving its targets at a lower cost.
Marketing Week Meets…McDonald’s UK CMO Gareth Helm
Russell ParsonsOne of the UK’s most experienced and respected marketers explains why marketers need a plan to make money in the future, not just the present.
Your challenge for the 2020s: Make marketing more accessible
Russell ParsonsOur annual Career and Salary Survey has confirmed the lack of socio-economic, ethnic and geographical diversity in marketing. It’s a problem that every marketer needs to not only accept but also address.
The rise of consultancies and peak purpose: Marketing moments of the decade, part III
Sarah VizardFrom the rise of consultancies to Unilever’s $1bn acquisition of Dollar Shave Club and Pepsi’s attempt to derail purpose, here is the final installment of Marketing Week’s moments of the decade.
The launch of Instagram and John Lewis Christmas ads: Marketing moments of the decade, part I
Russell ParsonsAs the decade draws to a close, Marketing Week looks back at the defining moments of the 2010s from the News of the World phone-hacking scandal to the launch of Instagram and the dawn of influencer culture.