Formula E CEO: ‘If you’re not evolving, you are going backwards’
Molly InnesFormula E’s CEO Jeff Dodds has an “always on” approach to restructuring, as it appoints Manchester United’s former top marketer Ellie Norman as its new CMO.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Why click-and-collect is now a compelling alternative for shoppers
Rebecca SentanceClick-and-collect as an online fulfilment option yields a much better margin for retailers – but beating the sheer convenience of home delivery can be a tough sell.
Behind Deliveroo’s decision to integrate marketing and product
Grace GollaschDeliveroo restructured in October as its top marketer believes “magic happens” when marketing and product are more closely aligned.
‘Winning hearts and minds’: Why businesses are doubling down on brand investment
Niamh CarrollThe number of marketers working for a business focused on brand building doubled versus last year, according to Marketing Week data. What’s driving this shift towards the long term?
Absolut’s global VP on why brands must be ‘built on values’ not just driving sales
Niamh CarrollAbsolut’s ‘Born to Mix’ values of creativity and championing difference make it more meaningful as a brand, and, therefore, drive sustainable growth in the long term, says the vodka brand’s global VP of marketing.
NFL CMO: Data or brand? The answer is both
Charlotte RogersMarketing boss Tim Ellis says it blows his mind the industry is still debating a false dichotomy between performance and brand.
‘Nose in, fingers out’: Why becoming a non-exec helps marketers ‘join the dots’
Megan TatumAppointed to provide constructive challenge and big picture clarity, marketers in non-executive director roles are taking invaluable skills back to the day job.
‘Sharpening up’: One brand on embracing the ‘risk’ of a rebrand
Ellen HammettEstablished 264 yeas ago, UK homeware company Salter was long overdue a marketing strategy, explains brand director Tracy Carroll.
Is the marketing industry letting young talent down?
Molly InnesFrom complicated application processes to negative narratives, young people embarking on marketing careers face an uphill battle.
Marketing capabilities and raising the creative bar: Your Marketing Week
Russell ParsonsAt 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 marketing capabilities needed to succeed to why B2B marketers should raise the creative bar, it’s been a busy week. Here is my take.
Why GambleAware wants to reposition gambling ads as a public health risk
Ellen HammettNew research from the charity reveals 67% of the public feel there is too much gambling advertising in the media, while two thirds fear the impact on children.
How does pre-testing fit into the effectiveness agenda?
Niamh CarrollPre-testing can be a useful tool for brands, but working out how to deploy it as part of a wider effectiveness agenda requires thought.
‘Helmets off strategy’: CMO Tim Ellis on his mission to ‘humanise’ the NFL
Charlotte RogersFrom embracing the creator economy to making the Draft a cultural moment, the NFL is six years into a strategy aimed at showing the “human, compassionate and youthful face” of America’s national game.
‘We want to open doors’: L’Oréal on its mission to nurture diverse talent
Molly InnesMarketing is where L’Oréal gets its leaders from, so supporting diverse employees to build a career is vital for future growth, says talent boss Michael Kienle.
All the ways you can make money with a loyalty programme
Marketing Week PartnerDon’t think of loyalty programmes as points-based schemes that cost money, but as an investment in new revenue streams and drivers of profitable growth.