Gousto’s CMO on how he developed a taste for data
Marketing Week ReportersTom Wallis believes data can be used as a highly-effective means to improve the customer experience, as much as drive sales.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Attempts to update the four Ps are embarrassing – they’ve endured for a reason
Mark RitsonWhenever a marketer sets out to improve, augment or adapt the four Ps, they reveal the absurdity of the exercise and reinforce why product, price, place and promotion remain the core concepts of the marketing mix.
Want to know what you’re worth? Marketing pay in 2021 revealed
Marketing Week ReportersFrom the best paid sectors to the salaries marketers can expect to earn as they climb the career ladder, Marketing Week’s Career and Salary Survey examines the state of pay in 2021.
How progressive brands are bridging the gap with diverse communities
MaryLou CostaDespite one in six people in the UK being from an ethnic minority, only a third feel represented in marketing. But forward-thinking brands show what it takes to bridge the gap by partnering with influencers, local media and events.
Growth Hacks: Mindful Chef on the art of going with it
Matt BarkerOpting for a growth market, nailing the core proposition and focusing on creative optimisation have proved to be the foundation of success for Mindful Chef, explains co-founder and CMO Giles Humphries.
Salary Survey 2021: Brand values and diversity commitments tested by the crisis
Matthew ValentineAmid the career disruption of the past 12 months, marketers are looking for their companies to prioritise diversity and inclusion, invest in brand values and commit to transparent internal communication.
Marketing teams and Coca-Cola’s redesign: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the impact of Covid on marketing careers to Coca-Cola’s change of heart on packaging, it’s been a busy week. Here is my take.
How innovations in voice have made it an end-to-end commerce channel
Marketing Week PartnerText-to-speech was once used solely as a reading aid, but it is now central to voice’s place in a customer’s purchase and service experiences.
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.
Salary Survey 2021: Team restructures open up possibilities for change
Matt BarkerTeam restructures, hiring freezes and evolving agency relationships may have characterised the past 12 months, but can progress emerge from all this disruption?
Inside the Army’s long-term brand building platform ‘This is belonging’
Marketing Week ReportersThe British Army tackled a recruitment crisis head on with the introduction of its long-term brand platform ‘This is Belonging’, which it has evolved over the past five years to completely reshape young people’s opinions of a career in the Armed Forces.
An introduction to data collection across digital channels
Econsultancy TeamGetting the foundations of measurement right across channels including email, social and search is essential to ensure the most accurate analysis.
Salary Survey 2021: Addressing the career consequences of Covid
Charlotte RogersAs exclusive Marketing Week data reveals one in 10 marketers have been let go over the past 12 months, many in the industry are shaking off the stigma of redundancy and proving they can thrive amid the career carnage of Covid.
Marketing through a recession and merging brands: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Unilever’s long-term strategy to the partnership between Walkers and KFC, it’s been a busy week. I’m stepping in for Russell this week, so here’s my take.
Unilever’s marketing boss on why digital transformation should be led by marketing
Lucy TesserasIn her first major interview since taking on the top marketing job at Unilever, Conny Braams says the addition of digital to the CMO title has enabled her to accelerate the end-to-end digitalisation of the FMCG giant.