Gen Z favours marketing-specific degrees in break from the past
Josh StephensonCareer and Salary Survey data reveals younger marketers are favouring marketing-specific degrees, while the broader workforce remains dominated by the degree educated.
Career and Salary Survey data reveals younger marketers are favouring marketing-specific degrees, while the broader workforce remains dominated by the degree educated.
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.
CEO Bjørn Gulden admits the company still has a “long way to go” as it seeks to build brand equity and recover from a disrupted few years.
Google owner Alphabet has so far failed to demonstrate its readiness for an AI-driven future, where its mission and established products could become redundant.
Despite its parent company posting a pre-tax loss of almost £1bn, the supermarket giant stepped up marketing spend in 2023 in a bid to improve value perceptions.
Not everyone will always like it, but addressing cultural tension with genuine creative tension is the only way to drive real change.
AI: Beyond the Hype. Generative AI has the ability to transform market research, removing menial, time-consuming tasks. But tools need to be briefed “rigorously and comprehensively”, and results must still be “validated and interpreted by qualified humans”.
Campaigns designed to drive trust in the brand had traditionally centred around rational fact but with its most recent effort, McDonald’s decided humour could enable it to more effectively drive food quality perceptions.
Using the right tools to simplify the creative process can make the difference in delivering effective, timely campaigns, now that teams can work together from anywhere.
Chief creative officer John Schoolcraft explains Oatly is a brand without a “red thread”, which fuels its “consistently inconsistent” approach.
The retailer claims value is still at the ‘centre of its gravity’, while work on a proposed pan-partnership loyalty scheme continues.
B2B brands don’t just need the salience to make it onto buyers’ shortlists, but must also win their confidence during the purchase process.
4Creative’s managing director Katie Jackson has been named interim CMO at Channel 4 as the business looks for a permanent replacement for Zaid Al-Qassab.
Domino’s says sales dipped in January but its CEO stands by the decision to “hold back” marketing spend, so it can put more investment behind a raft of upcoming launches, including a £4 lunch deal and its loyalty scheme.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
After an “abnormal” 2023 where pricing dominated, Asahi will be returning to using a broader range of levers including innovation to drive growth this year, says CMO Grant McKenzie.
It is imperative that marketers and their agencies take a lead on the climate emergency – not just for moral reasons – but for financial ones too.
Not only having to deal with a gender pay gap, women in marketing are more likely to take on additional responsibility without an uplift in pay. It’s a problem with no easy solutions but bubbling frustrations.
Exclusive data from Marketing Week’s 2024 Career & Salary Survey reveals the gender pay gap for full-time workers has improved, but only by a minimal 0.5 percentage points.
With stints at LVMH, Estée Lauder and Makeup by Mario under her belt, Estrid’s first chief brand officer Nico Morga Alden’s “risk prone” approach to her career has served her well.
Women’s career progress and salaries take a dive when they become mums, not because they become less good at their job but because policies around parental leave and childcare continue to be biased.
As consumers adopt AI tools to simplify their tasks, brands need to train both humans and AI to think of them before the alternatives.
Purpose doesn’t have to be grandiose, it can be the embodiment of who you are at any point in time. Use this thinking to make the working world work for you.
Gender biases are still ever present in advertising models, which could be impacting brands’ capacity for creativity.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
Today’s consumers are inundated with media vying for their attention, as delegates heard at this year’s Festival of Marketing. So how can cultivating ‘fandom’ help brands cut through?
True emotional connections between brands and customers boost revenue as well as retention, but marketers need an accurate understanding of the key trigger moments.
Consumer interest in eBay’s fashion offerings skyrocketed this year, thanks to a campaign from agency DEPT that bridged TikTok, TV and everything in between.