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.
Pret’s former marketing boss on the secrets of a growth mindset
Charlotte RogersFrom taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.
Can you achieve long and short at the same time? Usually, no
Mark RitsonIt’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
Ageism: Is marketing ‘obsessed’ with hiring digital natives?
Molly InnesFrom a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.
‘We’ve fixed the basics, let’s shape the business’: M&S on the next stage of its transformation
Michaela JeffersonM&S has highlighted its brand and product proposition, personalisation and data, and modernising its store estate and supply chain as key focus areas for the next two years.