Unilever’s top marketer Conny Braams says dropping ‘marketing’ from her title in favour of ‘commercial’ reflects the fact the business wants to use its commerce channels to “build brands” as well as sell.
After leaving the corporate world and big names like Unilever and Coca-Cola for roles at Sipsmith and Allplants, Shelley Macintyre likes to work with businesses at the inflection point when scrappy startups become brand-focused scale-ups.
The market for bargains is booming, fuelled by the economy, ethical buying and ease of purchase online. But research shows age and gender both impact on what consumers want from their bargain basements.
Former Hiscox marketing boss Annabel Venner urges B2B marketers who want to sell creativity into the business to start by counting the small wins and building a sense of confidence.
TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.
A few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?
From a rise in brands positioning with competitors to B2B brand building going to the next level and women’s sport becoming ‘commercially sustainable’, 2023 has been a good year for shaking up the status quo.
In the latest episode of Marketing Week’s This Much I Learned podcast, ITV’s CMO Jane Stiller talks about what has changed for the better and worse in marketing since she started her career, marketing’s influence in businesses, and the mistakes that have helped shape her career.