Alibaba’s CMO on its ambitions to be the first global Chinese brand
The Chinese marketplace giant believes its true brand value is “underrated and underestimated” by the Western business world.
What Diageo has learned from its marketing mistakes
Not every decision is going to be correct and you can learn as much from mistakes as successes, according to the drinks company’s top marketer.
Digital transformation 2.0: The new challenges and how to overcome them
In 2016 Marketing Week explored the true meaning of ‘digital transformation’. One year on we look at how brands are tackling the challenges and what the new priorities are.
Artificial intelligence: A force for good or evil?
With new data protection laws coming into force next year and machine learning gaining pace it is time for marketers to get up to speed with developments in AI.
Twitter insists it is ‘not just a social network’ with launch of first brand campaign
After redefining its core purpose as a platform for news Twitter is trying to change perceptions and attract new users by leading with a brand-level message for the first time.
Why building long-term brand loyalty starts from within
Brands must understand every aspect of consumers’ lives and strengthen social bonds if they want to secure loyal, happy customers, but first they need to empower employees, according to new research shown exclusively to Marketing Week.
Nils Leonard: ‘More agencies need to have marketers in their mix’
Nils Leonard has gone from chief creative officer at Grey to launching his own coffee brand, a move that he says has taught him a lot about the job of a marketer and what needs to be done to improve client/agency relationships.
Samsung on why it chose to take risks and ‘fight complacency’ during its phone crisis
Samsung’s global marketing boss says innovation and a focus on emotionally-driven marketing has helped the brand bounce back following a difficult 2016.
How to mastermind a career rebrand
Unwilling to be typecast by any one role, marketers are orchestrating strategic career rebrands that not only grow their skillset, but add real value to the business.
How media brands are changing tactics to make the most out of audiences
As print sales fall, media brands are finding news ways to engage younger readers and get different audiences to subscribe.
Get ready for Cannes: Everything you need to know
The Cannes Lions Festival of Creativity (to give it its full name) is a time for marketers to share new ideas and get under the skin of some of the world’s leading brands. Ahead of what promises to be a jam-packed week, Marketing Week rounds up our top picks of what to see and do.
Marketers can add value to agencies, so why aren’t more being hired?
Marketers do not lack the skills needed to work agency side but few make the transition, with loss of control and lower pay cited as two of the main concerns. However, those that make the move have the power to change agency relationships for the better.
Wellbeing must become a boardroom priority, says Bupa
Healthcare provider Bupa is urging leaders to take ownership of wellbeing in order to ensure both their employees – and organisations – can become more resilient.
Marketing jobs on the line as Tesco axes 1,200 head office roles
The big four supermarket’s cost-cutting drive has seen it announce well over 2,000 job cuts over the past few weeks.
Marketing must be better defined to be taken seriously: One analyst’s view of the discipline
Having worked at Tesco for over 10 years as a supply chain director, Bruno Monteyne is now one of the UK’s most respected retail analysts. He tells Marketing Week why marketing, which he describes as a “critical” business function, needs to become more clearly defined.
Marketoonist on one-to-one marketing
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
