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”.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
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.
The FMCG giant’s influencer-led strategy risks depleting trust in its brands, under the wrongheaded assumption that brand communications are “suspicious”.
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.
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.
Your choice of media channel mix signals more about the quality perceptions of your brand than you might imagine.
With hefty pressure on brands to justify every penny spent, how can they rethink advertising budgets to maximise payback?
As it looks to expand internationally, Next is increasing its focus on measuring marketing incrementally.
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.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
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.
Ryanair’s ‘Prime’ membership offers exclusive seat sale access, free reserved seats, and free travel insurance for every flight taken.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Data and analytics skills gaps might be worrying B2B marketers, but are they underestimating the importance of critical thinking, financial fluency and empathy?
Nearly half of marketers haven’t been offered the opportunity to upskill, compounding an existing skills problem and piling increasing pressure on teams.
Marketing Week’s new and exclusive State of B2B Marketing research reveals customer insight is the most critical quality B2B marketers can possess, with empathy languishing at the bottom.
AI agents will be transformative in how consumers engage with marketing – but too many marketers are being slow to react.
The road to genuine self-belief starts with embracing your professional identity and not trying to perform to stand out on LinkedIn.
Econometrics, experimentation and attribution have been described as the ‘golden trinity’ of measuring effectiveness but there is a far better framework that brands should consider.
Creative campaigns and exclusive insights from across the agency landscape.
B2B marketing is hitting its creative stride, but when it comes to nailing the effectiveness agenda brands need to pick up the pace or risk being left behind.
Brands shouldn’t leave it to their agencies to prove marketing’s impact, but working closely with them creates a virtuous circle of learning and improvement.
What are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
Marketers looking to exert more influence over the full marketing mix may be better trying to use “soft power”, rather than simply looking to seize control.
Metrics don’t always show us what we want to see – but don’t throw away years of work on a whim. Sometimes it is important to remind yourself of why you implemented your strategy in the first place.
All good CMOs want to build strong, high performing teams. However, it’s easier said than done, whether avoiding hiring in your image, mapping out personality types or asking candidates to take a psychometric test, there’s no silver bullet for creating the perfect team.
With many category-leading brands like Fairy, Ariel and Pampers in its portfolio, growing categories is vital for Procter & Gamble. The company combines consumer insight, innovation, advertising and distribution to grow its highly penetrated brands and their respective markets.
With 2025 unlikely to bring cheer in terms of macroeconomic growth as brands face up a lacklustre era dubbed the “new normal”, what can marketers do to drive growth in this environment?
2025最新澳洲幸运5开奖结果平台提供168澳洲幸运5官网历史号码查询官网地址-澳洲幸运五分钟官网开奖号码查询历史记录|开奖号码历史记录查询网站最新版。 If you managed to buy a ticket for the Oasis reunion shows, the chances are a powerful behavioural science bias was influencing your decision.
Marketing organisations need to build a compelling offer around benefits and the employee experience, if they are to solve ongoing hiring challenges and convince candidates to look beyond salary.
AI has moved far beyond being a novelty, becoming the catalyst for a creative renaissance in marketing.
Distinctive brand assets are a powerful weapon, but assuming everyone knows your assets as well as you do might be impacting your ad effectiveness.