In-depth features, interviews and insights into marketing’s biggest issues.
Hiscox’s marketing lead hopes its investment in brand will help it stand out in a crowded category – and form the foundation of the business for years to come.
The B2B brand was an unlikely sponsor of the Women’s World Cup but sees sport as another opportunity to invest in brand marketing and build connections with its customers.
TikTok’s thriving #TravelTok community are hungry for travel brands to inspire and advise them for their next adventure.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Alpro’s focus on product over “edgy” marketing to the rise of ‘greenhushing’, it’s been a busy week. Here is my take.
The England and Wales Cricket Board has increased its marketing investment and positioned the women’s game at the same level as the men’s to supercharge its growth, says its women’s game director.
The final phase-out of third-party cookies on Google’s Chrome browser is less than a year away. Here’s how marketers should prepare.
Greenhushing is seeing more brands going dark on their sustainability measures. This isn’t just a moral complication – but a financial one too.
Despite 2023 being a rough year for plant-based meat brands, La Vie’s CMO believes it can ride the wave, citing 18% brand awareness and 144% year-on-year growth in the UK.
The State of Market Research series continues with an examination of the role internal data has played in the seemingly diminishing position of market research. Is internal data a cheap effective resource or is it leading brands to false conclusions?
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From data showing a large minority of brands are failing to carry out regular effectiveness analysis to the rise of fractional CMOs, it’s been a busy week. Here is my take.
New research from Kantar and Google reveals the actions the most advanced organisations are undertaking to demonstrate marketing effectiveness.
The B2B giant prides itself on a dual effectiveness tracker that proves the worth of brand and performance marketing to senior leadership.
A sizeable minority of marketers are either adopting an ad-hoc approach to tracking effectiveness or limiting their audit to once yearly. Worse still, some respondents to our survey report that they’re not carrying out any effectiveness analysis at all. The reasons are many and varied but chief among them, a lack of confidence in their capability.
Stretched businesses are making their budgets go further by hiring in a CMO for a day a week, while marketers themselves are eyeing up the opportunity to tap into variety.
Mark Ritson and Helen Edwards argue that speaking a shared language within a business is key for marketers to progress.