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.
Smart marketers and lip smackin’ ads: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From marketers championing their true purpose to the return of KFC’s ‘Finger lickin’ good’ strapline, it’s been a busy week. Here is my take.
Neuroscience can teach marketers to tell better stories
Laurie Castelli-GairNeuroscience shows how brands use (and misuse) stories when trying to connect with consumers.
Airbnb hails early results from shift to brand building over performance marketing
Michaela JeffersonThe travel accommodation business cut sales and marketing spend by 28% to $229m over the first quarter of 2021, “primarily” a result of slashing performance marketing investment.
How marketers can escape the ‘productivity paradox’
MaryLou CostaBeing consumed by ‘work about work’ is leading to heightened burnout and imposter syndrome among marketers, but new research from Asana sheds light on a way out.