How to get the most out of user-generated content
Jack SimpsonTom Malleschitz, Chief Marketing Officer at Three UK, was on the Content Marketing stage at the Festival of Marketing discussing how brands can embrace the rise of user-generated content and use it to their advantage.
Government overhauls marketing department to create single comms budget
Sarah VizardThe Government is changing how its spends money on marketing, moving to a single marcomms budget and considering changing its structure so that marketers work in hubs rather than single teams responsible for one department.
The Co-operative Food takes a dig at the ‘glitz’ of its rivals as it launches emotive Christmas TV ad
Thomas HobbsThe Co-Op has opted for an emotive TV ad, opposed to the ‘glitz and glamour’ of its rivals, as it aims to become the UK’s number one convenience retailer over Christmas.
Ebay UK promotes CMO to general manager role
Niamh CarrollEve Williams says her focus in her new general management role will be ‘delivering for customers’, aided by her marketing background.
‘Accept that you’ve never sussed it’ – marketers on the challenge and opportunity of measuring effectiveness
Molly InnesThe second event in the Festival of Marketing’s Currency of Effectiveness series discussed how marketers can get buy-in from their brands to effectively measure impact, and why a fear of being held accountable could be putting marketers off pursuing meaningful measures.
How brands can overcome the confidence gap in marketing effectiveness
Richard McLeodRecessions often lead brands to retrench into short-term tactics and performance media, but there’s now more data than ever to inform the most effective plan for your market.
Why are marketing strategy and brand management undervalued by businesses?
Molly InnesFrom focusing on the short term and worrying about a recession to not defining brand management, why do marketers think their businesses are undervaluing skills that focus on the long term?