The Ogilvy vice-chairman argues brands’ focus on efficiency when implementing digital change is leading to “average” solutions, which don’t answer consumer needs.
Managing director of Marketing Week’s 2021 Brand of the Year, Paula MacKenzie outlines why strategic, undeniable and fame-generating ideas help KFC attain higher levels of creativity.
Marketers from three hard-hit sectors share the lessons they learnt during the pandemic.
Marketers from Asahi, Danone and Credit Suisse agree that overly long-term goals and talking rather than taking action can do more harm than good.
Boots’ CMO Pete Markey believes marketers must create a narrative around marketing to help demystify it to other functions, which helps finance “want to get it”, says CFO Michael Snape.
What do Sir John Hegarty, Jan Gooding and Reach’s Andrew Tenzer want to see eradicated from marketing?
Marketing director at mochi ice cream brand Ross Farquhar believes marketers need to be optimistic if they want to chase growth, as well as pragmatic enough to mitigate for every eventuality.
Brand extensions and DTC goals are distractions from real innovation and meaningful growth, argues Helen Edwards.
BT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
A firm believer that creativity can be taught, Cleese also notes that the people in charge of companies seldom understand the process.
A decade long agency relationship built on trust and consistency convinced Ikea to run with its 2019 Christmas campaign ‘Silence the Critics’, despite the concept floundering in pre-production tests.
Addressing three core needs – autonomy, competence and relatedness – can help bring brands closer to their consumers, says psychologist Nathalie Nahai.
From a new recipe for pic n’ mix comms, to making extreme choices, Mark Ritson shares his marketing twists that can help SMEs get big brand outcomes.
The NHS had to act quickly last year after realising people with life threatening conditions such as heart attack and stroke were not going to hospital because of Covid, and marketing played a key role.
CFO Michael Snape and CMO Pete Markey agree strong relationships between marketing and finance are built on relentless communication, data and understanding how marketing fits into the broader agenda.