‘OG of disruption‘: Why Elf Beauty sees itself as ‘more of an entertainment company’
Hannah RashbassWith community at its heart, rapidly growing beauty brand Elf is keen to offer its audience more than just make-up.
Octopus Energy’s CEO on why marketing should ‘define everything’
Hannah RashbassWith a former marketer at the helm, the disruptive energy company prioritses marketing to define its business strategy.
Nike promises ‘bigger, bolder brand storytelling’ to combat sales dip
Hannah RashbassAfter a tumultuous year, Nike looks to recover by dialing up its brand led marketing to address its major challenges in product and performance.
Sage’s chief marketing officer Cath Keers departs
Hannah RashbassCath Keers is set to leave Sage later this year after seven years with the company.
B2B marketers increasingly looking long term as traditional playbook fades
Hannah RashbassAccording to Marketing Week’s exclusive new research, many B2B marketers are taking on an increasingly strategic role. But for those who are still fighting for recognition and investment, internal marketing and collaboration are key.
‘Sustainability only matters at scale’: One B2B materials CMO on expanding into luxury
Hannah RashbassAs fashion houses come under increasing scrutiny for their environmental policies, Gen Phoenix saw an opportunity to grow into a new market and re-define its proposition, leading it to work with brands including Coach and Dr Martens.
Over half of B2B marketers say role becoming ‘more strategic’
Hannah RashbassDuring the last 12 months, many B2B marketers say their role has become more influential and better appreciated, according to Marketing Week’s exclusive research.
‘Challenged to take action’: Co-op launches inclusivity campaign in response to member requests
Hannah RashbassThe Co-op is launching a campaign as part of its recently launched ‘Owned By You. Right By You’ brand platform to promote diversity and unity across UK communities against backdrop of civil unrest.
‘Parallel universes’: B2B marketers on navigating the ‘healthy tension’ with sales
Hannah RashbassWhile some tension is normal, shared goals and data-driven strategies can bridge the gap between B2B sales and marketing teams.
Over a third of B2B marketers ‘often’ in conflict with sales
Hannah RashbassMisaligned priorities and misconceptions about the role of marketing are fuelling the tension, according to Marketing Week’s exclusive new research.
Amex GBT’s marketing lead: A tighter budget means we have to ‘think differently, relentlessly’
Hannah RashbassWith a focus on storytelling and alignment across the business, Amex Global Business Travel has evolved its marketing strategy for a new generation of travellers.
Mercury Holidays appoints first CMO to boost ‘strategic growth’
Hannah RashbassThe UK-based travel company is the latest to appoint a chief marketing officer for the first time.
Brand has ‘never been more important in B2B marketing’, research reveals
Hannah RashbassDentsu research into B2B buyers finds that brand building is becoming increasingly crucial to win contracts in the B2B world.
‘A moment of revelry’: Why brands are joining forces to ‘move the needle’
Hannah RashbassThere has been a spate of collaborations in recent months as brands look to raise awareness and grow affinity by reaching consumers in unexpected places.
Burberry appoints new CMO to ‘strengthen’ brand amid sales slump
Hannah RashbassEx-Gucci CMO Jonathan Kiman will lead Burberry’s global marketing team as the brand attempts to turn around plunging sales.