In-depth features, interviews and insights into marketing’s biggest issues.
Ottokar Rosenberger has always put smaller firms with bigger challenges first as he plotted his route to the C-suite. Now a CEO, he believes most marketers are well-placed for the demands of the boardroom.
Weetabix’s marketing lead Francesca Theokli on why a breakfast cereal sponsoring football makes more sense than you’d think – and why marketers hold the key to navigating the economic downturn.
According to data shared exclusively with Marketing Week, net spend on market research has been negative for the best part of a decade with some businesses turning to data and cheaper research sources. In the first part of a series looking at the use of market research by brands, we explore what sits behind the shift and some of the consequences.
In a panel hosted by Marketing Week columnist Mark Ritson, effectiveness experts from Walgreens Boots Alliance, Ebiquity and System1 share best practice and provide fresh perspectives on how marketers can deliver greater impact.
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 the importance of brand building in B2B to No7’s strategy for growth, it’s been a busy week. Here is my take.
August 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.
Esprit’s new CEO admits the brand has been “lost for a long time”, but with its first brand chief in place, it is now looking to re-establish the retailer as a global leader in fashion.
No7, Soap & Glory, and Liz Earle are brands with equity in their own right, says No7 Beauty Company marketing director Richard Bowden, who says treating them as such will help unlock future growth.
Consumers tend to care more about who has created a piece of content (the brand) rather than how it was created.
A complete overhaul of its brand architecture is just one of the ways RS Group is embracing the new role that marketing has to play in the B2B business.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the importance of putting strategy first to elevating the position of marketing, it’s been a busy week. Here is my take.
The social platform’s global marketing lead emphasises the need for a balanced approach, particularly in times of economic uncertainty, and the importance of backing up success with evidence.
Marketers will be central to ensuring new rules from the retail banking regulator to deliver greater transparency and service for customers are implemented correctly and will need to give careful consideration to the way they are communicated, say industry leaders.
Diversity, equity and inclusion (DEI) should not be considered abstract concepts but be systematically put into practice when designing customer experiences.
This year has been pivotal for artificial intelligence, with innovations such as ChatGPT creating waves in multiple sectors. As AI introduces capabilities that might seem alarming, find out how businesses can prepare and unlock its value.