LinkedIn CMO: ‘Marketers should embrace being business leaders first’
Molly InnesLinkedIn’s marketing boss believes marketers should work more collaboratively, and shares what she hears recruiters are looking for from marketing leaders today.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
How TikTok is leading the new era of creative direction for TV ads
Tom StoneWith Gen Z’s broadcast TV consumption down by two thirds in a decade, and marketing budgets squeezed, TV ads need to adapt and work harder than ever.
What does marketing best practice look like for SMEs?
Michaela JeffersonFor SMEs it’s not just a case of copying what works for larger businesses, they need to focus their marketing and make hard choices if they want to grow.
Sky on how it plans to disrupt a ‘grudge purchase’ market
Josh StephensonSky Protect is the latest push from Sky into a new market, this time home insurance. Its top marketers talk about where its confidence in disruption comes from.
Sustainable growth and Guinness’s strength: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the need marketers to drive sustainable growth to the story behind Guinness’s success, it’s been a busy week. Here is my take.
Marketing Week Meets The CX50: Tamara Strauss, Premier Inn
Marketing Week ReportersThe hotel brand’s global customer director tells Marketing Week how commercial, technology and operational teams align to ensure the customer is at the heart of every decision.
How Gorillas overcame ‘friction’ to align brand and performance
Molly InnesDespite early challenges aligning its marketing teams and receiving a ban from the ASA, Gorillas is committed to marketing as one of the remaining fast delivery startups.
LinkedIn at 20: What comes next for the social giant?
Molly InnesAs LinkedIn enters its third decade, the professional network’s CMO tells Marketing Week it is reflecting on its past to inform its future.
‘Nothing good ever came easy’: Can marketers marry profit growth with sustainability?
Michaela JeffersonWith 94% of marketers believing it’s part of their job to push sustainability, it’s important to understand how it can drive profit as well as doing good.
This Much I Learned: The DNA of Guinness and why that matters in 2023
Marketing Week ReportersGuinness is on a roll, with sales on the up and a recent claim to be UK’s favourite pint. In this latest episode of This Much I Learned, two of architects of that success, Grainne Wafer and Neil Shah, discuss how the brand’s past informs the present.
Where should brands turn when trust is in short supply?
Marketing Week PartnerResearch shows news brands can help advertisers establish a trusting relationship with consumers that translates into profit.
‘Refresh rather than rebrand’: Why Pets at Home is simplifying its brand portfolio
Josh StephensonPets at Home has “refreshed” its brands, bringing them all under the Pets umbrella as it looks to draw better connections between the different arms of the business.
Marketers have the best view of how brands can achieve their ethical goals
Helen EdwardsThe average marketer can’t determine a brand’s ethical values, but is best placed of all to see the risks and opportunities of putting them into practice.
Why brands are banking on new store formats amid cautious return to the high street
Matthew ValentineWith a host of retailers returning their attention to physical retail, finding new formats that entice consumers could be key to growth.
Adidas on its strategy to stop women dropping out of sport
Marketing Week ReportersTo coincide with the launch of its period-proof product, Adidas created a free lesson plan equipping young people with the tools to manage their cycle through nutrition and exercise.