Having chosen a career in marketing after a life in the Armed Forces was ruled out, Dreams marketing director Simon Moore has been drawn to companies undergoing transformational change ever since.
Simon Moore had an enviably clear career path in mind as a teenager. “I was certain I wanted to go into the Armed Forces,” he says. Sadly, asthma put paid to that ambition, but Moore’s penchant for preparation served him well.
As we look ahead to 2022, Marketing Week has identified the key opportunities and challenges that will shape marketers’ roles. We are flagging what we think you should be spending your time and money on – and why, but equally it is a commitment from us to focus on these topics next year.
With the roll-out of its media and insights platform this week, Tesco has expanded into a rapidly growing space for retailers which will offer brands the opportunity to better understand and target customers.
The retailer has increased its digital advertising spend by £10m this year to £65m, and plans to test how much further it can push expenditure without compromising its rate of return.
The retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
David Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?