In-depth features, interviews and insights into marketing’s biggest issues.
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 marketing effectiveness agenda stalling to marketers overestimating their chances of achieving brand loyalty, it’s been a busy week. Here is my take.
The Asian airline is investing in marketing again as part of its longer-term mission to boost awareness and consideration post-Covid.
In a business environment dominated by short-term pressures, restructured teams and squeezed budgets, have we passed peak effectiveness?
Travelex’s digital transformation has seen the foreign exchange brand try to bridge the gap between traditional cash bureaus and neo-banking.
Parent company Flutter Entertainment wants to put safer gambling at the core of its business, claims marketing boss Gareth Maritz, as the firm kicks off a transformation agenda.
Despite the temptation to start a new role by shaking things up, focusing on “customers, culture, company and competitors” might be a smarter way to make a mark.
Belief that investment in brands fuels performance is something that Diageo has embedded from the very top of its business down, says vice-president and global head of marketing effectiveness and embedded analytics, Gina O’Halloran.
A former marketer at Unilever, Reckitt and Dyson, Rachel Exton embraced the possibilities of a sideways career step to supercharge her marketing mission.
From growing share to defending margins through price, what should marketing prioritise and does the wider business understand effectiveness at all?
Manchester City’s partnerships lead claims “credibility, longevity and proof of investment” is crucial for brands moving into women’s sport.
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 marketers focusing on “digital vanity metrics” to the hallmarks of an effective leader, it’s been a busy week. Here is my take.
From being genuinely inquisitive and strong communicators, to having the stamina for rigorous analysis, what capabilities do effective marketing leaders require?
Apprenticeships are becoming a politicised issue, with Labour criticising the “failed” levy and the Tories slamming their rival’s plans. What can businesses expect?
From ambush brands getting creative around the fringes to official partners making the most of their rights, this summer it’s all to play for.
From leading a revival at Snickers to bringing Lynx to Asia and driving Pret’s digital transformation, Dan Burdett is a firm believer in the value of trusting your gut.