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.
Marketers, be careful not to lose your strategic focus and grip
Secret MarketerAs part of a mini-series looking at the different stages of planning, from strategy setting and targets to budget, our marketer on the inside shares how they are overcoming some of the common pitfalls.
Never underestimate the value of setting realistic, ambitious, time-bound goals
Secret MarketerAfter identifying core segments and updating the positioning for most brands over the past few months, our secret marketer has now reached the end of strategy development. Next up: setting objectives.
Strategy development is the most important skill for marketers
Secret MarketerAs part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how they are overcoming some of the common pitfalls.
Diagnose first, strategise second: Why you need to start at the beginning when planning
Secret MarketerAs part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how they are overcoming some of the common pitfalls.
It is incumbent on marketers to force the strategic debate: Here’s how
Secret MarketerAs part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how to overcome some of the common pitfalls.
Progress will only happen if there is jeopardy
Secret MarketerMaking mistakes is no bad thing. Learning from them is what will make you a better marketer.
Becoming CEO shouldn’t be a marketer’s ultimate career goal
Secret MarketerIt’s patronising to suggest marketing is just a doorway into more “grown up” or “serious” professions.
Customer, creativity, cost management: What every marketer should refocus on in challenging times
Secret MarketerFocusing on the 3Cs of customer, creativity and cost management will help marketers navigate the stormy waters ahead.
To survive 2023, you must go against the lemmings
Secret MarketerSince the pandemic elevated the role of marketing in many organisations, marketers are facing perhaps the highest levels of scrutiny on spend, so as the new year gets into full swing, it’s the perfect opportunity to reflect on the importance of creative impact and brand building.
What I’ve learnt from the mistakes I’ve made this year
Secret MarketerMaking mistakes is easy, it’s what you learn from them that matters. As the year draws to an end it’s time to reflect on what’s happened, take stock and look forward to 2023.
3 ways to drive out cost without reducing marketing effectiveness
Secret MarketerFrom improving processes and rationalising agencies to getting to grips with media charges, there are ways all marketers can strip out costs without impacting output.
Effectiveness comes with the confidence to invest
Secret MarketerMarketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency.
Introducing the ‘marketing sandwich’. The perfect metaphor for the long versus short debate
Secret MarketerThink of marketing as a sandwich, with the bread representing brand building and the filling performance marketing. Separately they do a job, but the true magic only happens when they come together.
If marketing leaders don’t take a stand we all risk losing control
Secret MarketerIt takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.