Why procurement must be marketing’s new best friend
With ad spend forecasts being slashed post-Brexit and allegations of agency kickbacks, marketing’s relationship with procurement is back in the spotlight.
Why consumers are searching for a digital detox
Mindi ChahalConsumers’ desire to escape from hyper-digital lifestyles gives brands an opportunity to connect with them in a more meaningful way.
BT and EE join forces for first time as they look to promote ‘innovation and customer experience’
Rachel GeeFollowing BT’s acquisition of EE earlier this year, the two firms are to work together for the first time to launch a sports app offer that will only be available to EE mobile customers.
Mastercard on how it plans to make marketing a revenue generator
Sarah VizardMasterCard is shifting money away from traditional above-the-line advertising to focus on real-time promotions as its CMO Raja Rajamannar looks to ensure that its marketing builds not just the brand but the business as well.
Nestlé Purina: Culture change is the major challenge in our effectiveness journey
Michaela JeffersonEmbedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
Measuring purpose and repositioning B2B marketing: 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 measuring the effectiveness of purpose to marketing marketing in B2B, it’s been a busy week. Here is my take.
The brand purpose debate: Is the pendulum swinging ‘too hard’?
Michaela JeffersonPeople tend to love or hate brand purpose, but is its real value somewhere in the middle? Top marketers and researchers weigh in.
Marketing Week Top 100 2021: The top marketers in financial services
Marketing Week ReportersMarketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.