Who are marketing’s biggest boardroom allies?
Matthew ValentineFrom winning over the CFO to ensuring the CEO has your back, marketing leaders must form alliances if they want to be at the top of the corporate agenda.
From winning over the CFO to ensuring the CEO has your back, marketing leaders must form alliances if they want to be at the top of the corporate agenda.
Jessica Myers is taking on the chief customer officer role, which will “bring together” a number of teams under her remit as part of a reshuffle.
Marketers are often taught there are two ways to orient your business: product and market. But creator-backed brands like Prime are finding a third way: audience-orientation.
Marketing Week has teamed up with the Advertising Association for a second year to spotlight organisations that have opened up marketing to diverse talent.
Debate continues to rage as to whether out-of-work marketing candidates should signal their employment status on LinkedIn, with recruiters conflicted on the pros and cons.
Marketers wanting to become CEO need to identify what they can bring to a business, while acknowledging the challenges other departments face.
Appointed in 2022 to lead the excellence agenda at pasta giant Barilla, Natalie Howell believes prioritising consistency and rigour helps brands scale.
M&S enjoyed a strong year as it kept its promotions “very limited” and continued to boost style, value and quality perceptions.
Using effective methods of tracking referral channels means marketers gain a 360-degree view of their business’s leads.
People’s future outlook of their personal finances continues to strengthen with a five-point jump.
Marketing Week, Cognizant and Adobe reveal the full CX50 list of the top 50 CX professionals across five UK industry sectors.
Social media influencers who are also brand owners must mark their brand-related content as ads, says the ad watchdog as it cracks down on unlabeled cross-pollination.
Kirsty Hunter has been chief marketing officer at the brand since 2020, and will now step into the new role of director, marketing and innovation as the business enters “a new phase of growth”.
The rate of grocery inflation is now just 0.8 percentage points higher than the 10-year average between 2012 and 2021, but cost of living habits remain sticky.
Primark hopes its refreshed brand strategy will help drive its international growth plan.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
With exclusive research by Live Nation UK’s marketing partnerships division unveiling the distinctiveness of live music fans in the UK, it’s time that brand marketers rethink outdated stereotypes – and start optimising their investment.
Not only having to deal with a gender pay gap, women in marketing are more likely to take on additional responsibility without an uplift in pay. It’s a problem with no easy solutions but bubbling frustrations.
Exclusive data from Marketing Week’s 2024 Career & Salary Survey reveals the gender pay gap for full-time workers has improved, but only by a minimal 0.5 percentage points.
With stints at LVMH, Estée Lauder and Makeup by Mario under her belt, Estrid’s first chief brand officer Nico Morga Alden’s “risk prone” approach to her career has served her well.
Women’s career progress and salaries take a dive when they become mums, not because they become less good at their job but because policies around parental leave and childcare continue to be biased.
Work must be done to clean up the bias in data that is fed into many AI tools or the industry risks going backwards.
In a world where less is more, checking insights, aligning KPIs and adopting a mend and repair mindset can make your marketing investment work harder.
Definitions of marketing are wide-ranging and inconsistent, but it’s up to organisations to work out what it means and how it can help them.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.