‘Voice of optimism’: Marketers on embracing the ‘art of the possible’
Ian BurrellAs businesses fight for growth in an uncertain world, the natural optimism, curiosity and human understanding possessed by marketers should be in high demand.
Mass content vs ‘made by human’: Why marketers must address the ethics of AI
Ian BurrellAI: Beyond the Hype. From potential biases in algorithms to data privacy concerns and compromised IP, marketers should ignore the ethical implications of AI at their peril.
General Mills counts on marketing to drive ‘competitiveness’ amid sales slump
Ian BurrellThe FMCG giant is plotting a “meaningful increase” in brand spend as it looks to revive volume sales and deliver “superior experiences” versus the competition.
Olympics targets younger audiences with new brand platform
Ian BurrellAs brands ramp up their marketing plans ahead of next month’s Paris Games, the International Olympic Committee hopes its new platform will “resonate” with younger fans.
Will Shein’s brand health tarnish its IPO ambitions?
Ian BurrellShein’s corporate reputation needs improving for the business to successfully IPO, say retail analysts.
‘Shorter, punchier, tighter’: Why America’s oldest bank is simplifying its brand
Ian BurrellFollowing months of research, 240-year-old bank BNY has rebranded, the latest move in its transformation to be seen as more “modern” and “innovative”.
Is ‘continuous’ brand renovation as powerful as breakthrough innovation?
Ian BurrellPitched as an alternative to radical innovation, is brand renovation an efficient way of getting existing customers to fall for your products all over again?
Grocery sales show sluggish growth despite normalising inflation
Ian BurrellGrocery price inflation has now been falling for 16 consecutive months, finds Kantar data, but it was not enough to drive more than lacklustre growth in the grocery sector last month.
Brands need to be ‘consistent’ in supporting LGBTQ+ consumers to build their trust, research suggests
Ian BurrellAlmost two-thirds (65%) of LGBTQ+ consumers expect the brands they buy from to support the causes they care about, according to Nielsen research.
P&G’s Marc Pritchard: ‘AI doesn’t get the creative tingles – humanity matters’
Ian BurrellThe FMCG giant’s chief brand officer warned against embracing technology at the expense of human creativity – and encouraged marketers to find the creativity in the everyday.
Start with the ‘4Cs’: What to do in your first 100 days in role
Ian BurrellDespite the temptation to start a new role by shaking things up, focusing on “customers, culture, company and competitors” might be a smarter way to make a mark.
‘A blessing in disguise’: Marketers on reframing redundancy
Ian BurrellInstead of seeing redundancy as a blow to their self-worth, marketers are reclaiming their careers and finding new avenues to thrive.
Should marketers be searching for ‘AI literate’ talent?
Ian BurrellAI: Beyond the Hype. Should marketing leaders ramp up training in new tech for their existing teams or look to recruit talent with AI ‘expertise’?
‘Sweatshop or social club’: The pitfalls of building a startup marketing team
Ian BurrellFrom inflated job titles and learning humility, to balancing flexibility with accountability, startups have a lot to consider when building a marketing team.
‘High support, high challenge’: Marketers on how to manage teams in 2024
Ian BurrellFrom setting the vision in a hybrid world to learning to play for “club and country”, marketers discuss the nuances of management.