Marketing has an increasingly integral role in business growth but research shows it still has a job to do to change its perception as the colouring-in department.
Marketers need to understand how to piece together products, platforms, solutions and suites but not everyone in marketing needs to be a technologist.
Marketers are turning their focus to digital marketing tools as widespread financial worries and only a modest increase in budgets caused by concerns over a possible Brexit led to a heightened focus on managing spend to maximise effectiveness.
Louise Maugest will lead UK marketing operations, replacing Kris Robbens who takes on a global role as senior director of brand strategy at the soft drink giant.
The Global Alliance for Responsible Media’s new report into digital brand safety performance is a “notable milestone” for the industry, says Isabel Massey, but that does not mean marketers can rest on their laurels.
In an age of image fatigue, audio is fast becoming a favoured medium for brands looking to up the emotional engagement.
Marketers are less advanced on sustainability than their businesses as a whole, so with the backing of brands including Diageo, Mastercard, Tesco and Unilever, the WFA has launched Planet Pledge to help bridge the gap.