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.
Three ways brand building is similar to compound interest
Johnny CorbettBrand building adds long-term value, enhances business impact, and gets better with creativity and commitment.
Our Future Marketing Leaders show the industry is in safe hands
Russell ParsonsMarketing Week editor-in-chief Russell Parsons explains how we selected our new list of the industry leaders of tomorrow, sponsored by Digitas.
Effectiveness ignorance has left American marketing lagging behind the rest of the world
Mark RitsonAmerica’s marketing influence is diminishing because of a failure to apply the concepts of effectiveness that have served marketers in other countries so well. All is not lost though, it’s time for the country’s marketers to come back and lead as they once did.
If the automotive industry wants to grow it needs to target women
Helen JamesOver half of female motorists don’t feel seen by motoring marketing comms. If the industry wants to grow in the face of a clampdown on petrol vehicles perhaps it’s finally time for women to be targeted.
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.
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Badly designed surveys don’t promote sustainability, they harm it
Mark RitsonBrands love reported data that shows people care about sustainable consumption, but these spurious findings just hold back real behaviour change.
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Synthetic data is suddenly making very real ripples
Mark RitsonReady for the era of synthetic data? The implications for strategy and execution could be significant if marketers are willing to look long term.
Consumers don’t get tired of ads, only marketers do
Mark RitsonData shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer.
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Dynamic pricing is a marketing masterstroke – if you can sell it
Mark RitsonChanging prices in real time to reflect costs and demand is the ideal way to maximise profitability, but only if your customers don’t see it as a raw deal.
Too often marketers forget their customers are people, not ‘targets’
Helen EdwardsBrands’ internal language dehumanises customers and lacks respect, which risks causing costly errors as with NatWest’s treatment of Nigel Farage.
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Scientific findings should be replicated somewhere other than PowerPoint
Helen EdwardsMarketers too readily accept and share the findings of behavioural ‘science’, when they should be demanding the sources and challenging the contexts.
Being exceptional at what you do makes you a good hire at any age
Helen EdwardsIt doesn’t matter what age you are, the only way to be in demand is to excel at what you do.
Brands have a duty to defend women’s rights as Roe v Wade is overturned
Tanya JosephRoe v Wade is not just a US issue, nor can brands assume it doesn’t affect them. Now is the time to stand up for your workers’ and consumers’ rights.
When faced with seismic political events, the rule is ‘deeds, then words’
Tanya JosephBrands should look first at how their business and people are impacted by social and geopolitical issues, and only speak publicly when their actions are already making a difference.
Marketing must get better at supporting women’s careers
Tanya JosephIf brands really are serious about closing the gender pay gap forever, embracing full flexibility – not just hybrid working – would be a good place to start.
To build a future-proof marketing team, hire ‘batteries included’ marketers
Colin LewisWhen it comes to hiring, skills are less important. Instead focus on mindset, character, attitude and a ‘batteries included’ mentality that means they are up for the challenge and able to get things done.
How to survive and thrive as a marketer in a startup
Colin LewisMarketers see startups as glamorous but are often made scapegoats for their failures. Here’s how to avoid that trap and set yourself up for success.
The perils and pitfalls of a startup career
Colin LewisPeople imagine working for a startup will make them rich and free them from the shackles of corporate servitude, but the reality is very different. Here’s how to go in with your eyes wide open.
Rising costs mean TV’s payback advantage is now in question
Grace KiteThe price of TV ads has risen much quicker than the price of other channels over the past few years, while viewing has also declined, meaning it could be time for brands to change the channel.
Justify budget requests with a solid set of projections
Grace KiteRunning the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.
The economy is going to be ‘meh’ in 2024 but your marketing plan can’t be
Grace KiteLast year Mark Ritson put forward his triple-cooked chips method for budgeting, but Grace Kite reckons it’s worth dunking them one extra time to take into account the strength of demand in the economy, your target market and category.