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.
3 questions I wish I’d asked as a junior marketer: AkzoNobel’s Karen Wilkinson
Niamh CarrollIt’s important to not just zone in on the skills and qualities you need at your current career stage, AkzoNobel’s Karen Wilkinson says, but to find out how to get ahead for the next.
The Time I Messed Up: Diageo’s innovation lead Mark Sandys
Niamh CarrollIn the first of a new series looking at what marketers have learned from mistakes, Diageo’s chief innovation officer Mark Sandys shares the story of Guinness 0.0, which is now a best-seller in the non-alcoholic category. The road to success was paved with missteps though, including several false starts and even a full product recall.
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Dr Martens creates brand chief role as part of mission to become £2bn revenue brand
Chris SutcliffeDr Martens’ non-executive director Ije Nwokorie will take on the newly-created role of chief brand officer.
How consistency helped Bumble diversify
Chris SutcliffeBumble’s VP EMEA and APAC marketing Naomi Walkland explains how the female-first dating app kept the brand focused on its core proposition even as it diversified into new products and territories.
‘Every problem is a marketing problem’: Why marketers make great general managers
Chris SutcliffeSpeaking at the Marketing Society’s Global Conference, eBay UK’s GM Eve Williams and General Mills’ VP MD Ben Pearman explained why marketers often make the leap to GM better than managers of other functions within a business – and why that makes for healthier businesses.
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.
Boots CMO Pete Markey on ‘bottling the magic’ to turn a brand around
Josh StephensonMarketing Week’s Marketer of the Year on why he wasn’t overawed by the challenge of revamping Boots, key lessons from his career in marketing and his Take That moment.
Confused.com CMO Sam Day to leave role
Josh StephensonSam Day has been CMO at the price comparison website for nearly six years and is credited with turning the brand around.
Boots’ Pete Markey named Marketer of the Year
Marketing Week ReportersThe Boots CMO has been awarded the prestigious title of Marketer of the Year at the Marketing Week Awards 2023.
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.
‘Try before you buy’: Why are brands increasingly hiring marketers in contract roles?
Molly InnesOne recruitment firm has seen a 59% increase in contract roles this year, but the reasons for marketers stepping into interim positions vary.
Asda appoints Aldi’s Adam Zavalis as VP of marketing
Chris SutcliffeAdam Zavalis is joining the UK’s third-largest supermarket chain off the back of two stints at challenger brand Aldi.
Accept it’s a ‘marketing problem’ and other lessons learned when it all goes wrong
Jon EvansFailure can feel like a catastrophe but approaching it with the right attitude and perspective can help marketing leaders thrive.
‘It’s not that different’: One marketer on being unafraid to switch categories
Josh StephensonHiscox marketing director Fiona Mayo believes more marketers should challenge themselves to try different categories when charting their career as the skills you’ve learned will apply across the board.