Søren Hagh, Heineken: With thousands of executions a year brands need a new creative process
Soren HaghThe basic tenets of marketing are not changing, but with brands producing thousands of pieces of creative each year, a new framework is needed to ensure greatness.
Tinder CEO Sean Rad on why innovative brands need an ‘aura of naivety’
Mindi ChahalThe chief executive of social dating app Tinder believes innovation in brands comes from people “who are not experts in their field” and being naïve can help leaders be more creative.
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Marketers wasting £600m a year on unseen digital ads
Leonie RoderickOnline ad viewability in the UK has increased four percentage points to 54% in the first quarter of 2016, according to a new report. But £600m is wasted annually as 46% of banner ads are not viewable.
Pret’s former marketing boss on the secrets of a growth mindset
Charlotte RogersFrom taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.
Can you achieve long and short at the same time? Usually, no
Mark RitsonIt’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
Ageism: Is marketing ‘obsessed’ with hiring digital natives?
Molly InnesFrom a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.
‘We’ve fixed the basics, let’s shape the business’: M&S on the next stage of its transformation
Michaela JeffersonM&S has highlighted its brand and product proposition, personalisation and data, and modernising its store estate and supply chain as key focus areas for the next two years.