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 changes to accounting meaning brands could be recorded as assets to marketers needing to remind themselves of the role they play, it’s been a busy week. Here is my take.
Joining education platform Udemy as CMO a year ago with a goal to drive brand awareness, Genefa Murphy convinced the business to explore sports partnerships.
Consumers are paying attention to colour again as part of a wider trend towards personalisation that will eventually encompass all stages of the customer journey.
What are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
TikTok’s global marketing boss says marketing continues to be a “focal point” for business success and highlights how to approach the C-suite.
From embracing cross-functionality and the value of mentoring, to avoiding “immature” conversations, marketers can resist the urge to be defensive.
Brands still hold all the cards when it comes to the job market, but some green shoots might be emerging, say recruiters.
Following an ongoing review of accounting rules, brand could be counted as an asset on companies’ balance sheets, but would this bolster marketing’s role within businesses?
TikTok is on a mission to move beyond brand awareness and focus on brand building, aiming to reshape perceptions of those not on the app, says the brand’s global head of marketing.
As it looks to increase brand awareness in a “boring” category, dip brand Holy Moly wants to “own fun” with its “bold, witty and upbeat” positioning.
Fighting to protect their budgets and under greater scrutiny than their peers – who often believe they can do the job better – should marketers be on the defensive?
AI can help recruiters tackle high applicant volumes, but it can’t take on a large role, says Michael Kienle, global vice-president of talent acquisition at L’Oréal.
Mattel’s senior vice-president of Barbie and global head of dolls says she knows the “power” of the Barbie brand, something the business will be leaning on as it celebrates its 65th anniversary.
Foursquare has switched from being consumer-led to B2B and is leveraging its location data history to find a new market.
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 Labour winning in a landslide victory and what the industry thinks it should tackle first to Liquid Death’s unusual approach to online criticism, it’s been a busy week. Here is my take.