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?
Having joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”.
Three has moved from a “social-centric approach”, where two-thirds of its media budget was allocated to channels like social media, to public channels like cinema, aiming to reach a broader audience.
As it looks to expand internationally, Next is increasing its focus on measuring marketing incrementally.
The FMCG giant’s influencer-led strategy risks depleting trust in its brands, under the wrongheaded assumption that brand communications are “suspicious”.
Your choice of media channel mix signals more about the quality perceptions of your brand than you might imagine.
A “belief in data” and desire to push boundaries is informing Tesco group customer director Becky Brock’s vision for the retail giant.
First launched in 2011, the personalised packs delivered a sales uplift and engaged more young consumers, something Coke will be hoping to replicate.
Marketers discuss how teams, individuals and leaders can bridge the skills and knowledge gap in the latest episode of Marketing Week’s subscriber-exclusive webinar, The Lowdown.
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A bit of time reflecting on people, brands and creativity can help marketers stuck in a rut.
With a long-term ambition for Bluey to have 100% awareness, BBC Studios is transitioning its marketing team from genre-led to brand-led to put Bluey and other shows at the heart of the business.
The campaign supporting the scheme aims to address perceptions price is a “challenge” in convenience store settings.
Bumble’s insights team found itself on the fringes of the big conversations – until it started using an AI tool to help it deliver some work quicker.