The 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.
One 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.
Our 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.
From 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.
As 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.
From standing up and being proud of marketing as a career, to turning back to insight to understand customers, and from the need for new routes to attract a more diverse workforce, to TimeTo campaign’s uphill struggle, we set out the key items that need to be on your list of priorities in 2020.
The end of the year is a time for reflection, and for looking back at what we can learn from the brands that stood out in marketing in 2019.
Direct Line is linking customer outcomes with commercial uplift, finding a brand purpose in “peace of mind” and switching almost exclusively to brand building for its recent Churchill campaign.
The Guardian’s marketing director explains how instilling a common purpose helped Marketing Week’s ‘Marketing Team of the Year’ overcome considerable challenges.
The trend of dropping the CMO and other established titles is set to continue in 2020 while companies scramble to better reflect customer and company need, and marketers lack confidence in their own contribution.
From women’s football sponsorship and meatless meat to brands taking a stand on plastic and the renewed focus on marketing effectiveness, 2019 has been a good year for shaking up the status quo.
The pulling of each measurement lever at each stage should carry a different strategic objective, sticking to one is just daft.