‘Up is not the only way’: Samsung’s top marketer on the value of breadth
Matthew ValentineSamsung Electronics’s Sharon Hegarty says breadth of experience can be as important as simply moving upwards when it comes to shaping a career.
Consumers open the door to DTC success in a post-pandemic world
Matthew ValentineBrands have seen a boom in direct-to-consumer sales as Covid-19 has impacted on the shopping journey, with increasing numbers of consumers experiencing the benefits of going direct, according to new research from BBH London.
Econometrics gives marketing commercial currency but is it being overused?
Sarah VizardEconometrics is increasingly being used by major brands to measure the effectiveness of their spend, with supporters claiming it has stopped marketing being seen as a cost. But are marketers taking its use too far without considering its shortcomings?
Samsung’s mission to make its marketing more scientific
Ellen HammettSince taking on the European CMO role, Benjamin Braun has brought a focus on measurement to its marketing strategy, while also hunting for creative ideas that can demystify technology.
Santander CMO: Martech is oversold, but it’s marketers’ fault
Charlotte RogersMartech may overpromise, but it is marketers’ fault for not really knowing what they want, says Santander CMO Keith Moor.
Samsung sees smart homes as a ‘gamechanger for loyalty’
Charlotte RogersSamsung believes we are not far away from the mainstream adoption of multi-branded smart tech with the power to turn our homes into connected spaces but admits there are still privacy and security concerns that need addressing.
Diageo’s CMO on how marketers can succeed in a volatile and chaotic world
Charlotte RogersTo cope in a volatile world, marketing leaders must be prepared to embrace change and feel able to ask for help, according to Diageo CMO Syl Saller.
Samsung’s CMO on why ‘not being tech savvy’ is an advantage
Russell ParsonsDespite working at one of the world’s biggest tech brands, global CMO YH Lee believes her background in consumer goods has helped the brand shift its marketing focus from product back to the customer.
The emerging tech that promises to disrupt marketing
Marketing Week ReportersMarketing Week Explores: From the crypto world of Bitcoin and blockchain to virtual reality and 5G, we look at the tech developments set to shake up marketing.
The next era of mobile: Marketing revolution or tech fetishism?
Ellen HammettAs smartphone sales growth declines for the first time, mobile brands are looking to innovate and push boundaries like never before. But are consumers ready?
Samsung looks to a ‘new frontier’ of mobile intelligence
Ellen HammettMobile World Congress 2018: Samsung is looking to combine virtual reality, artificial intelligence and machine learning to create a “truly connected world”.
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Apple is still the big daddy in phoneland because it avoids pointless innovation
Mark RitsonForget about bendy screens and AI, Apple is the true winner in the smartphone market because of its unrelenting focus on brand and marketing.
Tommy Hilfiger, Facebook and Burger King on what makes a marketing leader
Charlotte RogersTop global marketers discuss the key attributes a modern marketing leader needs to succeed in 2017.
Which brands are winning the global head-to-heads?
Charlotte RogersSecond-placed brands are giving the market leaders across a number of categories a run for their money by focusing on creativity, humour and digital innovation.
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Samsung on why it chose to take risks and ‘fight complacency’ during its phone crisis
Lucy TesserasSamsung’s global marketing boss says innovation and a focus on emotionally-driven marketing has helped the brand bounce back following a difficult 2016.