Mark Ritson: Star Wars is not the brand partnership you’re looking forMark Ritson
With only a few weeks until the opening of the latest Star Wars movie, there are no shortage of brands jumping on the bandwagon. Here I review the logic behind the brand partnerships.
Nationwide hires Barclays’ Sara Bennison as CMORussell Parsons
Nationwide has hired Barclays’ Sara Bennison as chief marketing officer – a new role that will see her sit on the mutual’s executive committee.
Ebay UK promotes CMO to general manager roleNiamh Carroll
Eve 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 effectivenessMolly Innes
The 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 effectivenessRichard McLeod
Recessions 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 Innes
From 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?