Keith Weed believes there has been more change in the industry in the last five years than in the 25 years prior. He says that marketers need to catch up, be ready to compete in “clear water” and with sensible metrics.
Unilever admits marketing industry has been gripped by “inertia” in how it portrays men, women and families and is still succumbing to outdated stereotypes that are negatively impacting both society and business results.
Gillette says it is seeing evidence of a reversal in the current shaving decline, which it claims is led by the ‘temporary’ popularity of ‘fashionable beards,’ as it prepares to reach 85% of UK males with the release of its new FlexBall razor.
It may seem like a paradox, but recessionary periods actually provide fertile grounds for marketers to grow their brand’s market share if they’re prepared to think long-term.
From considering what channel will be most effective for reaching a target audience to writing compelling calls to action, the creation of an effective job description is all too often a marketing challenge.
More than 60 CMOs and managing directors will judge the annual awards, which celebrate strategic effectiveness across the marketing world.
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