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?
1 Comment
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.
Coca-Cola demands its brands ‘earn the right’ to raise prices
Manny PhamCoke believes its brands should prove they are worth their price, as the beverage giant promises to “improve” the quality of its marketing investment by taking a more targeted approach.
Marketing trade bodies lament government’s ‘missed opportunity’ to address skills crisis
Michaela JeffersonFollowing today’s budget announcement, which unveiled skills funding, business rates relief and changes to alcohol duties, the DMA, MRS and AA are calling on the government to better support industry-led training programmes.
How to foster engagement and loyalty without compromising on price
Leona HeymerdinguerBy associating your brand with choice and offering rewards instead of discounts, marketers can build high-value, long-term relationships with customers.
Ritson and Hegarty endorse effectiveness of cinema in new global campaign
Michaela JeffersonWith audiences now returning to cinema in their millions, global cinema advertising association SAWA has launched a campaign to promote the effectiveness of the medium, backed by UK cinema bodies DCM and Pearl & Dean.