‘It’s never a case of job done’: How to build a culture of marketing excellence
In a challenging environment with economic pressures and rivals to contend with, can creating a holistic marketing excellence culture give brands the cutting edge?
When Sky launched its Academy of Marketing two years ago, its plan was to “reset” its approach to marketing. The company – one of the biggest advertisers in the UK – wanted to improve effectiveness, encourage bolder work from its marketers, and better leverage its scale through consistency and shared learning.
Created in partnership with Marketing Week’s sister title Econsultancy, the three-day marketing excellence programme provides Sky’s marketers with the training and space they need to deliver best-in-class work.
“Ultimately, what we want from our programme is really inspired and well-trained marketers who can use that balance of art and science to make standout and effective work,” explains Dave Stratton, marketing director for Sky Sports and Sky’s marketing excellence programme lead. According to him, the academy’s impact has already been considerable.
