Creativity is marketers’ last legal unfair advantage – and I don’t mean advertising
Secret MarketerOur marketer on the inside argues that as people move up the career ladder what they gain is often not as precious as what they leave behind.
3 questions I wish I’d asked as a junior marketer: AkzoNobel’s Karen Wilkinson
Niamh CarrollIt’s important to not just zone in on the skills and qualities you need at your current career stage, AkzoNobel’s Karen Wilkinson says, but to find out how to get ahead for the next.
The Time I Messed Up: Diageo’s innovation lead Mark Sandys
Niamh CarrollIn the first of a new series looking at what marketers have learned from mistakes, Diageo’s chief innovation officer Mark Sandys shares the story of Guinness 0.0, which is now a best-seller in the non-alcoholic category. The road to success was paved with missteps though, including several false starts and even a full product recall.
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Dr Martens creates brand chief role as part of mission to become £2bn revenue brand
Chris SutcliffeDr Martens’ non-executive director Ije Nwokorie will take on the newly-created role of chief brand officer.
How consistency helped Bumble diversify
Chris SutcliffeBumble’s VP EMEA and APAC marketing Naomi Walkland explains how the female-first dating app kept the brand focused on its core proposition even as it diversified into new products and territories.
‘Every problem is a marketing problem’: Why marketers make great general managers
Chris SutcliffeSpeaking at the Marketing Society’s Global Conference, eBay UK’s GM Eve Williams and General Mills’ VP MD Ben Pearman explained why marketers often make the leap to GM better than managers of other functions within a business – and why that makes for healthier businesses.
Five things that will sway your chances of marketing investment
Andrew GeogheganAs a marketer, you can’t always control the variables that decide your budget, but understanding them enables you to make the best case for investment.
‘Pretty shocking’: What’s happening with junior marketer salaries?
Molly InnesSalaries at the junior end of the spectrum have increased, suggest marketing recruiters, however 2023’s uncertain job market, off the back of a strong 2022, has caused big problems for job-seeking marketers.
Winner of the inaugural Talent Trailblazer Award revealed
Marketing Week ReportersVCCP scoops the top prize as four other worthy projects make the shortlist. The Talent Trailblazer Award, created in partnership with the Advertising Association, celebrates the organisations and individuals in the industry opening up opportunities to new talent.
Four things we learned at the Festival of Marketing 2023
Marketing Week PartnerA roundup of some of the key insights from our partners at this year’s Festival.
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Marketing is hindered by its individualistic, neoliberal worldview
Andrew TenzerYoung marketers lack the historical perspective needed to understand culture, being indoctrinated in the Thatcherite concept of the consumer society.
‘I do a lot of internal influencing’: B2B marketers on how to get brand investment
Josh StephensonConvincing senior leadership of the benefits of brand building in B2B is still a struggle for many marketers.
Are marketers finding it harder to take a summer break?
Molly InnesAugust has proved surprisingly busy for recruitment, and while some marketers are finding it harder to fully switch off, others are ensuring they find ways to get the break they need ahead of a busy end to the year.
Why Sky Sports is widening the net for its start of season campaign
Molly InnesSky Sports’ marketing director Dave Stratton credits the business’s Marketing Excellence Programme for proving the value of marketing and helping it secure greater investment for this year’s campaign.
Nike appoints new CMO amidst leadership shake-up
Josh StephensonNicole Hubbard Graham returns to the business as CMO after departing in 2021.
Recruitment intent slows as competition for skilled staff causes problems
Molly InnesData from IPA Bellwether shows a consecutive drop in the percentage of firms looking to hire in the next three months.
‘Brand equity transfer’: EE launches ‘biggest’ brand refresh in a decade
Chris SutcliffeEE is in the process of shedding its telecoms label, with a rebrand aimed at making it the UK’s biggest subscription business.
Marketoonist on the future of work
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Will retail media bridge the gap between performance and brand marketing?
Chris SutcliffeAt the IPA’s EffWorks Global 2023 event, panelists raised hopes about the efficacy of retail media – if marketers can determine whose responsibility it is.
‘Meeting silence, corridor violence’: Marketers on how to avoid tension with finance
Chris SutcliffeThe relationship between marketing and finance is arguably one of the most fraught, with marketers seeking investment, while the CFO is looking to save money. But unless both teams seek to find common ground in formalised settings, it could bleed out to create disharmony in the wider business, according to a panel of marketers speaking […]
Only one in five CMO-CFO relationships are truly collaborative
Chris SutcliffeResearch from the CMO Council finds that despite the importance of intra-department collaboration, true collaboration is extremely rare.