The chief growth officer challenges her younger self to push for societal value, make advertising that truly reflects the population and think about consumers as individuals.
Helen Warren-Piper believes marketing has changed “beyond recognition” from when she started out in her first account management role at Proctor & Gamble in the early 1990s.
While demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
As former marketer Fiona Dawson prepares to retire from Mars after 33 years, she advises marketers to know where their strengths and weaknesses lie and to stop chasing perfection as it will only hinder progress.
Through an on-pack takeover of Dreamies, the pet care giant is looking to drive awareness of its LGBT Foundation partnership and power its internal “inclusion first” strategy.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
The broadcaster’s CMO Penny Brough exclusively tells Marketing Week the inside story about why it felt the need to make the change to U, the research that underpinned it and what it hopes it will achieve.
Marketing Week is proud to name HSBC’s Ucheora Obi-Wheeler as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
