AB InBev: Building brands is like a marriage
Charlotte RogersAgencies have a 50/50 responsibility to co-own the route to “greatness”, says global CMO Marcel Marcondes.
Cannes Lions 2024
LinkedIn marketing VP: Understanding ‘complexity’ of B2B buyers is key to growth
Matthew ValentineB2B marketers must take into account the needs of both ‘target’ and ‘hidden’ buyer groups and tap into their ‘true emotional states’ to drive growth, according to research from LinkedIn and Bain & Company.
P&G’s Marc Pritchard: ‘AI doesn’t get the creative tingles – humanity matters’
Ian BurrellThe FMCG giant’s chief brand officer warned against embracing technology at the expense of human creativity – and encouraged marketers to find the creativity in the everyday.
Lenovo CMO: Demonstrate marketing’s role in protecting price to make talks with the CFO ‘easier’
Lucy TesserasLenovo’s marketing VP Emily Ketchen highlights three ways marketers can better communicate with finance.
Coca-Cola global CMO: AI will completely reshape marketing
Charlotte RogersSome 90% of Coke’s experiments with AI are focused on driving topline growth and effectiveness, says global CMO Manolo Arroyo.
McDonald’s CFO: Marketing has gone from ‘black box’ to important driver of business growth
Lucy TesserasThanks to the education done by McDonald’s global CMO Morgan Flatley, marketing is no longer seen as a “nebulous” part of the organisation, but a key driver of growth, according to McDonald’s CFO Ian Borden.