Why one investment firm is taking its brand portfolio ‘to the spa’
Molly InnesSince joining Blackstone from Droga5 last summer, Jonny Bauer has been on a mission to enhance the strategic muscle of brands across the private equity firm’s portfolio.
The Power to Transform
‘Marketing doesn’t cost, it creates’: How marketers can transform business and culture
Marketing Week ReportersOver the years marketers have “stopped being proud” of what they do and what they contribute, which needs to come to an end, according to marketing champions Cheryl Calverley and Helen Edwards who outline five ways marketers can make an impact.
‘It all boils down to brand’: How one financial firm plans to reverse trust
Lucy TesserasAsset management business Vanguard admits financial services are “notoriously not trusted”, but it is on a mission to reverse this perception as it believes improving the industry will help elevate its position within it.
How one sector ‘woke up’ to marketing’s commercial potential
Molly InnesThe company behind plant food giant Miracle-Gro, Evergreen wants to provoke a rethink of the garden care sector by pushing marketing up the commercial agenda.
‘We needed to up our game’: The FCA on embracing the power of marketing
Matthew ValentineRecognising the need to be “more radical”, the Financial Conduct Authority has the backing of senior leadership to make marketing a “vital” part of its fight against fraud.
One marketer on leading the construction sector’s digital reset
Charlotte RogersMarketing in the construction sector is evolving, shaking off its image as the home of pens and PowerPoints to become an engine of portfolio growth, says Wienerberger marketing director Rachel Hughes.
The ‘Flippening’ will usher in a Golden Age of B2B marketing
Peter WeinbergBrand marketing creates more financial value than short-term performance marketing – the sooner B2B marketers flip their perspective and start allocating budgets accordingly, the better it will be for everyone in B2B.
The things that should make you excited to be a marketer
Andrew GeogheganIt’s easy to get down about the purpose of impact of marketing, but don’t lose perspective on what makes it so great to be part of.
‘I am fiercely proud of the profession’: David Wheldon on marketing’s opportunity
Russell ParsonsFresh from being awarded an OBE in the New Year Honours list, former RBS and Coca-Cola marketer David Wheldon explains why his award is good for marketing and why marketers should be proud of what they contribute to society.
Inflation will separate the strong marketing companies from the weak
Chris BurggraeveMarketers have long lost sight of the fourth P of the marketing mix, but they will need to reassert control over pricing if their brands are to stand up to the pressures of inflation.
When marketing marketing to the next generation remember the 4As
Ritchie MehtaMarketers need to think about access, awareness, aptitude and altitude to ensure young people from all backgrounds have the understanding and skills needed to pursue a career in marketing.
Marketing’s transformative questions don’t start with ‘how?’
Helen EdwardsMarketers are often preoccupied with practical challenges, but also need to address questions of vision that start with ‘why?’ and ‘what if?’.
Marketing’s opportunity is huge, marketers just need to believe
Russell ParsonsConfidence in business and marketing is returning. Now it’s time for marketers to realise their own potential.