In-depth features, interviews and insights into marketing’s biggest issues.
Marketing leaders from Hovis and Bio&Me suggest the key to succeeding in today’s low-growth environment is to focus on the core while finding ways to drive incremental growth that will set the brand up for the future.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Next’s CEO swapping investment for spend when talking about marketing to Kraft Heinz’s top marketers asserting that ownership of all four Ps is the only way to “solve big challenges”, it’s been a busy week. Here is my take.
Brands and charities are increasingly working towards “shared missions”, as the focus shifts from “transactional exchanges” to aligned values.
While some tension is normal, shared goals and data-driven strategies can bridge the gap between B2B sales and marketing teams.
Brands in emerging categories often have to be disruptive in how they approach product, price and place to create value in unchartered territory.
With concerns over brand safety on social media and in programmatic advertising re-emerging, are brands, platforms or third parties responsible?
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
From making the CFO your “first customer” to exploring cross-functional tension, marketers should put energy into nurturing relationships with the CEO and beyond.
Marketing directors Thiago Rapp and Alessandra de Dreuille discuss the company’s “ambitious” reset, taking inspiration from Nike and the beauty of owning the P&L.
In the first of a new series looking at how brands are addressing category challenges to grow, marketers discuss how to drive awareness, not only of a new brand but an entirely new category.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From experiential and events being named B2B marketers’ main priority for brand investment to the inside story from Hovis’s first CMO, it’s been a busy week. Here is my take.
B2B marketers see the value in using events to build customer relationships in a less pressured environment, although linking the message with social is proving popular.
With a focus on storytelling and alignment across the business, Amex Global Business Travel has evolved its marketing strategy for a new generation of travellers.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
How long AI will be the most critical skill for B2B marketers remains to be seen, but staying on top of the tech and being curious could be the real route to success.