A new report confirms media agency staff are nothing like the consumers they serve, but the bigger question is whether they and marketers are market-orientated enough to know this and let customer insight guide them.
By Mark Ritson
A lot has changed since Marketing Week was first published in 1978, but the search for differentiation, the need to understand customers and the battle for brand supremacy will always be marketers’ key challenges.
Marketers are forever being asked to achieve more with less so how can brands cut the budget without cutting corners when it comes to research?
The way companies structure their brands gets little attention but is of huge importance, as three high-profile stories have reminded us this week.
TikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
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 growth of Guinness 0.0 and the marketing strategy that has driven its success to Nuby becoming the first baby brand to secure a title sponsorship in English football, it’s been a busy week. Here is my take.
Simon Groves joins Barclays after almost 25 years working at O2, and will report into former O2 colleague Nina Bibby at the bank.
CMO of Warner Hotels, David Murdin, worked at big brands including British Airways and Sky before moving into general management at Costa and Debenhams. And while the experience was crucial in making him a more rounded leader his passion for brands has ultimately seen him return to marketing.