Gap pledges to ‘up its game’ on marketing amid effectiveness push
Charlotte RogersThe clothing giant promises to regain “legendary marketing” status and move away from tactical executions through a commitment to effectiveness.
Charlotte Rogers
How ‘strategic alignment’ is helping B2B marketers cut the friction with sales
Charlotte RogersRather than being seen purely as a means to drive leads, B2B marketers are using shared goals and “grown up” conversations to nurture their relationship with sales.
The Language of Effectiveness report 2022
Charlotte RogersFaced with a worsening cost crisis, soaring inflation and recession, this report explores how marketers can demonstrate the tangible impact of their activity so they can make a compelling case for investment, even as budgets are squeezed.
The state of marketing effectiveness
Faced with a worsening cost crisis, soaring inflation and recession, this report explores how marketers can demonstrate the tangible impact of their activity so they can make a compelling case for investment, even as budgets are squeezed.
Is an ‘obsession’ with digital skills excluding talent from the workplace?
Charlotte RogersThe pace of change within marketing often means those returning from a career break, in particular women returning from maternity leave, face a digital skills confidence gap, exacerbated by the behaviour of employers.
Why CFOs are making the ‘mental stretch’ into marketing
Charlotte RogersAn increasing number of former finance, sales and operations directors are being appointed to senior marketing roles. What do these leaders bring to the table and why the switch?
This Much I Learned: Mums in Marketing’s Claire Ferreira on never ‘levelling down’
Charlotte RogersIn the latest episode of Marketing Week’s podcast series, Mums in Marketing founder Claire Ferreira discusses the digital confidence gap, how to address imposter syndrome and why female marketers should never revise their aspirations.
Apprenticeships: Over a quarter of brands blame time pressures for slow uptake
Charlotte RogersAs National Apprenticeship Week kicks off today (6 February), Marketing Week reveals just under a fifth of brands don’t see the value in hiring marketing apprentices.
Brands make slow progress in tackling ethnicity pay gap
Charlotte RogersWith an ethnicity pay gap of 10.3%, marketing has work to do to prove it’s a career of choice for diverse talent.
Marketing fails to address 18.2% socio-economic pay gap
Charlotte RogersWork is urgently needed to address the “unwritten codes” hampering the earning potential of talent from diverse socio-economic backgrounds.
Gender pay gap widens amid crippling cost crisis
Charlotte RogersExclusive Marketing Week data reveals the gender pay gap is growing, as post-pandemic strain and the cost of living crisis take their toll.
Diageo commits to ‘strong’ marketing investment as efficiency improves
Charlotte RogersThe alcoholic drinks giant halved the cost of digital ad views in the six months to 31 December, as it ramped up its global marketing investment by 6.8%.
Salary Survey 2023: Hybrid working dominates as brands rethink office life
Charlotte RogersWith 80% of marketers saying flexible/hybrid working is a key job characteristic, brands are still grappling with how to optimise the blend between home and office.
Salary Survey 2023: Brands opt for restructures and specialist skills to survive turmoil
Charlotte RogersAs uncertainty continues to dent business confidence, brands are banking on team restructures and specialist skills to drive momentum forwards.
Marketing team restructures reveal push for specialist roles
Charlotte RogersThe 2023 Marketing Week Career and Salary Survey reveals brands are continuing to restructure their marketing teams in search of future growth, with specialist communications, creative and content roles most in demand.
Direct Line’s Ann Constantine on the ‘next leap’ for effectiveness
Charlotte RogersReflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s.