In-depth features, interviews and insights into marketing’s biggest issues.
The proportion of UK consumers that factor sustainability into their decisions when buying cosmetics and toiletries has never been higher. But, as new research by Teads reveals, major hurdles for marketers remain, from confusion to comparability to relying too heavily on social media to get their message across.
In the second of our new series on what makes a great marketing organisation, marketers share their tips on how to build a bank of influence in business and why learning the language of finance is a fix for impostor syndrome.
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 P&G’s advice to prioritise business outcomes to why memories matter more than clicks, it’s been a busy week. Here is my take.
Mitchells & Butlers has just refreshed three of its core brands – O’Neill’s, Ember Inns and Sizzling Pubs – to help retain the younger consumers it attracted during the pandemic.
Bose hasn’t always been in the right places says CMO Jim Mollica, who wants to take the premium audio brand on a modernising journey – starting with becoming a content publisher.
Based on the premise that “memories generate sales”, new research from Ehrenberg-Bass urges B2B marketers to build “wider, fresher networks” by tapping into the power of category entry points.
In the first of our new series on what makes a great marketing organisation, we explore why retaining talent requires a nuanced approach, from treating employees with respect to devising multiple definitions of success.
From retaining a long-term view and the importance of excess share of voice to making strategic changes to positioning and saying no to failure, our columnist spells out how brands can navigate recession.
Too much marketing feels like the product of a workshop settling too quickly on a solution. Instead, iterate your ideas and push yourself to do better.
From the Eureka moment 10 years ago that persuaded him to become “function agnostic” to the search for substance over superficial success, the outgoing UKTV marketing boss reflects on his lessons from 25 years in marketing.
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 embracing marketing’s potential to rebranding B2B to “human to human”, it’s been a busy week. Here is my take.
Over 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.
In Marketing Week’s fifth annual CX50 list, we recognise this year’s top CX professionals and look back on all those honoured since 2018.
Data shows that consumers are more willing than they claim to share personal information when engaging with gamified marketing.
Asset 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.