In-depth features, interviews and insights into marketing’s biggest issues.
Headhunters say interim vacancies are skyrocketing as companies debate putting money into permanent CMO positions, while some marketers think a “re-evaluation” of the top job has caused a “double whammy” of issues for candidates on the market.
Two former TikTok Award winners share the secrets of their success.
Our Language of Effectiveness survey showed that the majority of marketers believe growing market share is their main objective. But in hunting for share growth are they neglecting a far more important metric: profit.
Artificial intelligence was the hot topic of Cannes. At two roundtable events hosted by global production house Tag, marketers debated the importance of experimentation and retaining creativity’s human touch as AI’s reach extends beyond simple automation.
As the online supermarket eyes a return to profitability, its head of brand advertising tells us of the “journey” it is on to embed effectiveness organisation-wide.
Rebecca Dibb-Simkin has been the chief product and marketing officer at Octopus Energy during a period of remarkable growth for the challenger brand. Her career to this point has taken her from agency to brand-side and she has learned the value of marketers being in control of product.
Ahead of the Women’s World Cup kicking off later this month, are brands prepared and can it follow the success of last year’s winning Euros campaign?
Mars Wrigley’s chief brand officer says its marketing is “building on the shoulders of giants”, but to keep up with evolving consumer demands it has been overhauling how it approaches media, data, team building and purpose.
Over the past five years, McDonald’s has been on a mission to establish a “creative excellence and effectiveness culture”, which has allowed it to prove the value of marketing and show how brand building contributes to business success.
The second-half of the year will continue to see investment under scrutiny, with macro-economic circumstances continuing to put media budgets under pressure but that doesn’t mean there isn’t room for optimism.
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 Pfizer’s first CMO making “brand matter” to what makes for a memorable tagline, it’s been a busy week. Here is my take.
In the latest episode of Marketing Week’s podcast series, Sage’s CMO Cath Keers discusses the brand building opportunity in B2B, customer centricity and the AI opportunity.
More SMEs are focusing on performance marketing than last year. But what are startups spending their budgets on?
The value of some types of qualitative research have come into question over the years but in a sea of quantitative data, Google’s Yonca Dervisoglu urges marketers not to overlook its importance.
After becoming a household name during the pandemic, Pfizer is now in the process of transforming its marketing under the leadership of its first CMO Drew Panayiotou, who admits the business had been missing a trick by not connecting its products to its brand.