The first piece in Marketing Week’s new series – Setting the agenda: Marketing’s role in driving sustainability – we debate whether responsibility for sustainability should be part of the marketing remit.
B2B marketing is hitting its creative stride, but when it comes to nailing the effectiveness agenda brands need to pick up the pace or risk being left behind.
Marketers are ramping up their creative effectiveness capabilities, but do they still have room to grow when it comes to getting under the skin of creativity?
Appointed in 2022 to lead the excellence agenda at pasta giant Barilla, Natalie Howell believes prioritising consistency and rigour helps brands scale.
Realising its old ways of working were no longer fit for purpose, the smoothie maker appointed its first marketing excellence lead three years ago to drive consistency.
In a challenging environment with economic pressures and rivals to contend with, can creating a holistic marketing excellence culture give brands the cutting edge?
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
While budget cuts are never welcome, by reframing it as an opportunity to rethink how things are done, marketers might be able to turn a negative into a positive.
The need to deliver growth on a reduced budget is the reality for many marketers but its not just a job of optimising investment. For marketing leaders, it’s also about maintaining motivation and managing expectations.
The role of fractional CMO is gaining pace, but how can marketers best set themselves up for success if they decide to take the plunge?
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
From repositioning as a revenue generator to nailing the message internally, B2B marketers need to be patient, brave and tenacious if they want to land investment.