Tom Fishburne, aka the Marketoonist, on the effectiveness of humour
Marketing Week ReportersHumour in marketing can be a tricky balancing act, but get it right and you can create some truly successful and memorable campaigns, says Tom Fishburne.
Festival of Marketing 2020
Lego and GSK on what it takes to be truly customer centric
Marketing Week ReportersFor consumers to really be at the heart of an organisation, customer centricity can’t just be limited to marketing, according to the global CMOs at Lego and GSK.
Are CMOs feeling the pressure in an age of tech and data?
Marketing Week ReportersMarketers may increasingly be expected to have an analytical mind but, as leaders from L’Oréal, General Mills and the WFA debate, does that come at the expense of creative thinking?
Helen Edwards on why signs should be the starting point for marketing, not the end point
Marketing Week ReportersIf a marketer really wants to read the mood of the nation, they need to tap into some “t-shirt wisdom”.
The new rules of innovation: How brands are adapting
Marketing Week ReportersBrands are having to evolve their innovation processes in order to keep up with fast-changing consumer demands as a result of the pandemic.
Mark Ritson versus his biggest critics in brand purpose, influencer marketing and DTC
Marketing Week ReportersRitson comes face-to-face with key figures from areas of marketing he has taken aim at over the past decade, as we take a look back at his biggest and most controversial columns.
How Tesco’s customer focus enabled it to be ‘faster, quicker and sharper’
Marketing Week ReportersThe supermarket’s UK CEO and chief customer officer share how putting consumers at the heart of what it does enabled Tesco to adapt at speed during the pandemic.
Futurist Tracey Follows on the tech that will impact marketing in the ‘postnormal’ era
Marketing Week ReportersFrom the digital after-life to the growth of synthetic media, futurist Tracey Follows sets out the key trends that will shape the marketing industry over the next five years.
Mastercard on why risk management should be part of marketing
Marketing Week ReportersMastercard’s Raja Rajamannar set up a risk management function within marketing three years ago, which has enabled the business to better cope with the fallout of the pandemic.
Moving on: How marketers are rethinking customer journeys
Marketing Week ReportersAs brands face up to the realisation of the new normal, what do marketers need to do to ensure they can deliver a better experience in a post-Covid world.
‘Innovation, culture, ownership’: How Premier Foods achieved three years of growth
Charlotte RogersReflecting on delivering 12 consecutive quarters of growth, Premier Foods CMO Yilmaz Erceyes says he would rather have a brilliant proposition over a multi-million pound marketing budget any day.
‘Betting on ideas’: Why Uber prioritises relevance over perfection
Charlotte RogersUber marketing boss Meg Donovan believes that making big, bold bets requires close collaboration between marketing and product, and a willingness to sacrifice perfection in pursuit of relevance.
Cancer Research UK: Don’t create a culture that cripples creativity
Matt BarkerCreating a culture of effectiveness doesn’t necessarily mean being a slave to KPIs and other metrics, argues Cancer Research UK marketing boss Philip Almond.
Patagonia on why it won’t fuel a ‘superficial desire’ for its products
Charlotte RogersFrom encouraging employees to take direct action to challenging consumers to ‘Vote the Arseholes Out’, Patagonia says its focus is on addressing the climate emergency not working with influencers or advertising in fashion magazines.
GE CMO Linda Boff on why marketers are the ‘soul’ of the business
Matthew ValentineThe GE CMO wants marketers to realise they are the “soul of the company” and find a way to work without fear, despite the challenging circumstances.