From faster decision-making to building relationships with colleagues, marketers that have started a new job during lockdown are learning valuable new skills in spite of the challenges that come with remote working.
But marketers are split over the impact of the coronavirus crisis on team cohesion, with almost as many saying team efficiency is worse than before the pandemic as say it is better.
As the Covid-19 outbreak tests teams to their limits and remote working blurs the lines between work and home, marketers are becoming more empathetic towards their colleagues. But will this continue once office life resumes?
Calverley believes her experience as a commercially-driven CMO will stand her in good stead for the move to CEO, but admits to a fear that – after years in marketing – she might not like the change.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
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.