Why CMO tenure is falling
The rise of short-termism, as outlined by a recent IPA report, is not only having an impact on creativity and long-term brand building, it could also be affecting the length of time a marketer stays in any given role.
It’s not fair to blame marketers for the rise of short-term metrics
Mindi ChahalMarketers are increasingly using short-term metrics to measure marketing success but is it simply because it’s easier to do so or are they under pressure from senior leaders to deliver immediate results?
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Short-termism is ‘killing’ creativity in marketing, claims new IPA report
Thomas HobbsShrinking marketing budgets and the use of short-term metrics to measure success have resulted in a sharp drop in creativity, according to the latest IPA report ‘Selling Creativity Short: Creativity and effectiveness under threat’.
How to balance short-term impact with long-term results
Mindi ChahalDigital media and financial pressures on CEOs are forcing marketers to focus increasingly on short-term metrics at the expense of creativity and brand building.
Brand strategy and distinctive assets: Your Marketing Week
Russell ParsonsEvery Friday afternoon, I look at the key stories of the week, offering my thoughts on what they mean for you and the industry. This week, it is all about brand strategy – from Tesco’s master brand approach to OS’s aim to boost mental availability. Here is my take.
Uncle Ben’s, Tesco Mobile, Confused.com: 5 things that mattered this week and why
Marketing Week ReportersFrom Mars’s rebranding of Uncle Ben’s to a shift in marketing for Confused.com and the rise of DTC brands, catch up on the most important marketing news from the week.
Marketing Week Top 100 2020: The top marketers in consumer goods, tech and luxury
Marketing Week ReportersMarketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Brands must dismantle the obstacles to creative effectiveness
Ben ChildMarketing and creative teams shouldn’t be ‘task takers’, but strategic business partners. Here’s how brands can optimise their effectiveness.