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 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.
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 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.
A new breed of brands is entering the market with one thing in common – a very clear social purpose at their core from the outset. But when it comes to marketing, simply pulling on consumers’ heartstrings won’t cut it.