In-depth features, interviews and insights into marketing’s biggest issues.
The Guardian’s marketing director explains how instilling a common purpose helped Marketing Week’s ‘Marketing Team of the Year’ overcome considerable challenges.
Amid a fail-fast culture of agile working, the pace of innovation looks set to slow as marketers pursue quality over quantity.
Crying out for greater clarity on their media investments, brands are coming together to develop solutions for cross-media measurement.
Recognising that the future of sports sponsorship has moved beyond megastar athletes performing tricks in front of devoted fans, brands are increasingly turning to the grassroots to tell more engaging stories.
As calls mount in the US and UK to bring the power of the social media giants under control through regulation, the independent future of ‘Big Tech’ hangs in the balance.
By offering additional benefits and unexpected perks, retailers can improve customers’ experience and get them talking about the brand, taking the relationship from transactions to advocacy.
As focus on the climate emergency intensifies and the role businesses have to play in reaching net-zero emissions rises up the social agenda, an increasing number of brands are calling on activists to hold their sustainability efforts to account.
Uncertainty over the shape of Brexit continues to make planning hard for brands and consumers, with skills shortages hitting companies facing the prospect of EU tariffs.
From CMO rebranding to Brexit and the evolution of loyalty, here are the key issues, challenges and opportunities that will shape marketers’ working world in the year ahead.
The trend of dropping the CMO and other established titles is set to continue in 2020 while companies scramble to better reflect customer and company need, and marketers lack confidence in their own contribution.
From the rise of anti-advertising advertising, courtesy of Oasis and BrewDog, to the crumbling casual dining market and WeWork’s failed IPO, 2019 has not been a good year for everyone in the marketing world.
During the second half of the 2010s, “customer success” – both as a business concept and as a function – has steadily been growing in popularity.
From women’s football sponsorship and meatless meat to brands taking a stand on plastic and the renewed focus on marketing effectiveness, 2019 has been a good year for shaking up the status quo.
While it may have once been an empty platitude, businesses are now pivoting to focus attention and resource on ‘the needs of the customer’ with unprecedented vigour. This often leads them on a brave quest to realise the elusive customer-led journey.
Unilever hiring an operational expert in Conny Braams and creating the new role of chief digital and marketing officer shows a shift in priorities for the FMCG giant.