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How to sell a brand

When GSK sold Lucozade and Ribena to Suntory, the new entity’s UK & Ireland marketing director Carol Robert was at the heart of the process.

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Joydeep Bhattacharya

Foreword: Getting digital right

CMO Strategy June 2014

Digital continues to transform the world and according to the Accenture Interactive 2014 CMO Insights Research, chief marketing officers know this*, with 78 per cent of those surveyed believing that marketing will undergo a fundamental change in the next five years.

Pete Markey

Post Office appoints RSA's top marketer Pete Markey as CMO

Wed, 26 Mar 2014 | By Lara O'Reilly

Markey says he will look to bring a ‘fresh perspective’ to the Post Office’s marketing.

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Salary Survey 2014: Board level marketers

Wed, 15 Jan 2014 | By Tim Adler

When it comes to senior level marketers there is good news at the top: 45 per cent of respondents say their companies have a marketing director in the boardroom. Click headline to read more.

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First impressions: How to introduce marketing

CMO Strategy December 2013 | By Lucy Handley

Amanda Jobbins is FTSE 100 company Sage Group’s first CMO. She tells Lucy Handley how she brought marketing to the business and aims to make it a strategic part of the company.

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Business transformation

CMO Strategy December 2013 | By Steve Hemsley

When fundamental change is needed at a brand, CMOs are showing they are ideally placed to spot problems and opportunities, and to ensure the customer is placed at the heart of the business.

cmo-coverfeature-2013-500

Changing the conversation

CMO Strategy December 2013 | By Maeve Hosea

Rising in the ranks of the boardroom hierarchy is becoming a reality for CMOs who show business leadership and understand how empowered consumers can influence their business in a digital age.

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All for one and one for all: Are B2B and B2C colliding?

CMO Strategy December 2013 | By Michael Barnett

Senior marketers examine whether differences remain between B2B and B2C marketing, how digital channels are affecting clients and what can be gained from being a corporate sponsor.

LOreal-Campaign-2013_304

L’Oreal names Americas marketing boss global CMO

Wed, 27 Nov 2013 | By Sebastian Joseph

Marc Speichert to lead the cosmetics company’s push into digital media.

BlackBerry range

BlackBerry confirms it is scrapping CMO role

Tue, 26 Nov 2013 | By Lara O'Reilly

Exit of three senior marketers and decision not to replace top marketing role the latest suggestions company is shifting focus away from consumers.

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Blackberry CMO exits amid exodus of C-­suite execs

Tue, 26 Nov 2013 | By Ronan Shields

Frank Boulben exits Blackberry leaving question mark over marketing leadership.

Asda

Former Asda CMO Rick Bendel leaves Walmart

Mon, 28 Oct 2013 | By Sarah Vizard

Bendel had worked on Asda and Walmart’s marketing for more than 20 years.

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Content culture

Thu, 5 Sep 2013 | By Maeve Hosea

Content marketing has become an essential ingredient in the marketing mix as brands seek to deepen relationships with their consumers and promote their own story. 

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CMO Masterclass: Arsenal FC

CMO Strategy September 2013 | By Michael Barnett

Arsenal chief commercial officer Tom Fox explains the difficult tasks of a football club marketer, from keeping new and old fans onside to convincing them that football success must be founded on a financially stable brand.

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Great outdoors

CMO Strategy September 2013 | By Lucy Tesseras

Outdoor advertising is proving its strategic worth as more companies integrate new technological aspects into their campaigns for a more relevant and personal consumer experience. 

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Separating the fads from the favourites

CMO Strategy September 2013

Five senior marketers advise on which technologies are proving indispensable for retailers, how to keep pace with developments and marrying the online and in-store experiences.

boardroom-500

Boarding pass

Thu, 6 Jun 2013 | By Steve Hemsley

The ability to quantify and demonstrate a return on investment around marketing spend is elevating the role of the chief marketing officer and giving them a clearer route to a permanent seat on the board.

Pete Markey

Post Office appoints RSA's top marketer Pete Markey as CMO

Wed, 26 Mar 2014 | By Lara O'Reilly

Markey says he will look to bring a ‘fresh perspective’ to the Post Office’s marketing.

LOreal-Campaign-2013_304

L’Oreal names Americas marketing boss global CMO

Wed, 27 Nov 2013 | By Sebastian Joseph

Marc Speichert to lead the cosmetics company’s push into digital media.

BlackBerry range

BlackBerry confirms it is scrapping CMO role

Tue, 26 Nov 2013 | By Lara O'Reilly

Exit of three senior marketers and decision not to replace top marketing role the latest suggestions company is shifting focus away from consumers.

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Programmatic buying essential guide

Programmatic buying essential guide

Digital Strategy July 2014 | By Mindi Chahal

Predictions suggest that up to 75 per cent of display advertising will be bought with programmatic technology by 2017, so here is Marketing Week’s guide to this growing discipline.

Simon Miles

Digital professional: Simon Miles

Digital Strategy July 2014

Simon Miles, digital director, Coca-Cola Enterprises.

Social experiment

The social experiment

Digital Strategy July 2014 | By Lucy Fisher

Brands are learning that social media requires a content plan and nimble processes to take advantage of the constantly changing platforms.

Firing up technology

Firing up technology

Digital Strategy July 2014

Brands needs to embrace technology changes within ecommerce with a clear retail strategy.

Very

Digital personalisation: how intimate should brands get?

Digital Strategy April 2014 | By Lucy Fisher

Personalisation brings brands the chance to reach people with relevant marketing at the right time, but how intimate do consumers really want the relationship to be? 

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The new world of predictive marketing

Thu, 18 Sep 2014 | By Ashley Friedlein

B2B automated marketing techniques are set to take off in B2C.

Tata Steel

Too many metrics: the perils of training marketers to calculate ROI

Wed, 10 Sep 2014 | By David Burrows

Fewer than one in six are confident measuring and evaluating campaign performance. 

Personalised screen play

Personalised screen play

Thu, 4 Sep 2014 | By Mindi Chahal

Cross-device tools are enabling brands to track and engage with their audience along more of the purchase path.

Simon Banoub Opta

Data Professional: Simon Banoub

Thu, 4 Sep 2014 | By Michael Barnett

Director of marketing for Perform Group, owner of Opta.

Protecting key assets

Programmatic data: protecting key assets

Thu, 4 Sep 2014 | By Morag Cuddeford-Jones

As ad placement becomes increasingly automated, it’s difficult to tell where the data ownership lines should be drawn.

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