CMO of Warner Hotels, David Murdin, worked at big brands including British Airways and Sky before moving into general management at Costa and Debenhams. And while the experience was crucial in making him a more rounded leader his passion for brands has ultimately seen him return to marketing.
A big believer in “unexpected familiarity”, marketing boss James Russell-Watson explains how Nuby became the first baby brand to secure a title sponsorship in English football.
Guinness 0.0 is now the best-selling non-alcoholic beer in the UK off-trade. It has benefited from Diageo putting it on an “equal footing” to Guinness draught, says marketing director Anna MacDonald.
Pernod Ricard, which owns brands including Malibu and Absolut, is using its digital and tech capabilities to activate 15 to 20 brands in each market, compared to six to eight previously.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Despite being close to pulling the campaign for being “too weird”, Currys’ Dan Rubel believes taking a risk is well worth it in the fight against mediocrity.
Fresh from appointing former Mars CMO Andrew Clarke to its board, the fashion retailer claims its “strong” brand portfolio has contributed to record sales.
From inspiring her team to sit “on the edge of their seats” to getting under the skin of the organisation, self-acceptance has made Minjae Ormes a more effective leader.
Derek Morrison, MD Retail Marketplace at UNiDAYS, explains how businesses can tap into Gen Z’s key shopping moments in the coming months.
TikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the growth of Guinness 0.0 and the marketing strategy that has driven its success to Nuby becoming the first baby brand to secure a title sponsorship in English football, it’s been a busy week. Here is my take.
Simon Groves joins Barclays after almost 25 years working at O2, and will report into former O2 colleague Nina Bibby at the bank.
Claiming to have “significantly outpaced” the wider toy industry, Lego is ramping up its partnerships with the likes of Fortnite and Nike in a bid to reach more consumers.
Rather than focus on price and product in its marketing communications, rural broadband provider Airband is repositioning by leaning on its distinctive traits.
Klarna claims it is reaping the rewards of embracing “practical AI” to make its business – and employees – “more efficient”.
Price promotions can be dangerous if overused, but done right they are an important part of any brand’s growth toolkit.
The political activists targeting Gail’s have taken a leaf out of modern marketing’s book.
Recruiters and jobseekers are continuing to struggle in the current landscape, with few jobs and opportunities leaving brands taking advantage of the ‘buyer’s market’.
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.
Instead of seeing redundancy as a blow to their self-worth, marketers are reclaiming their careers and finding new avenues to thrive.
Implementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
In an excerpt from their book, Tim Hoskins and Brett Townsend explore the development of qual research and why it shouldn’t be a choice between System 1 and System 2.
Karl Lagerfeld is an oddly low-rent brand that belies the designer’s influence, perhaps because he earned his reputation in service of much bigger brands.
Restructuring shouldn’t always be seen as a negative – it can be used as an opportunity to address fundamental issues and reset the position of marketing in the organisation.
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.