Google CMO: There’s a massive business opportunity in getting D&I right
Russell ParsonsImproving representation and inclusivity will help make Google’s marketing more effective, according to CMO Lorraine Twohill.
Improving representation and inclusivity will help make Google’s marketing more effective, according to CMO Lorraine Twohill.
The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.
Effectiveness, alongside portfolio and innovation, will play a key role in Coca-Cola’s marketing transformation, according to CMO Manolo Arroyo.
A jury member for the new Creative B2B Lions, Accenture marketing boss Jill Kramer says B2B brands risk becoming wrapped up in complexity and not giving “enough time, love and attention” to their craft.
Marketing is likely to face “increased scrutiny” as inflation continues to rise to record breaking levels, so marketers must focus on using creativity as a “power for growth”, Pritchard said.
McDonald’s global CMO Morgan Flatley explains how the brand’s ‘Famous Orders’ campaign helped transform its marketing.
As Mini trials its first metaverse experience, the car marque’s brand lead says marketers must be clear on objectives when trying to get buy in.
Pepsi CMO Todd Kaplan says collaboration plus creativity, or “collaborativity”, will help brands take their agency relationships to “a new level”.
A yearly media investment of around £30m across seven to eight channels will generate the best ROI for most advertisers, but there are still major risks involved, says econometrician Dr Grace Kite.