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Turn here for your career ‘satnav’ to navigate the twists and turns of modern marketing
Two intertwining strands are currently preoccupying many marketers…
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'Noise on social leading to consumer apathy'
Top digital marketers warn focusing too much on response rates, misusing data and bombarding consumers with content will drive them away from big social channels.
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Opinion
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Latest opinion
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Latest from Mark Ritson
Pointless slogans are a waste of time
I despair for the big consumer brands. They’ve collectively lost the brand building plot. So small FMCG brands, it’s time to go after them.
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Trends
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What we like
CSR: Making business personal
Big corporate businesses can often seem faceless and inaccessible to consumers, but involvement in local community projects can help fill that void of personality and make companies more approachable.
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In Depth Digital
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Latest Digital News
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Featured
'Noise on social leading to consumer apathy'
Top digital marketers warn focusing too much on response rates, misusing data and bombarding consumers with content will drive them away from big social channels.
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Strategies & Tactics
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Featured
Data vs creativity
The growing importance of data is being accused of stifling creativity, as more decisions are made on the basis of numbers and insight rather than allowing original ideas to flow freely.
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Adjusting to the multi-screen age
Brands are working hard to keep up with the changing digital universe. Marketing Week and Sky IQ bring together dynamic marketers to talk about the future of TV advertising.
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Tuesday, 21 May 2013
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In-depth Analysis
Q&A: Michael Magee, Vice-president of marketing, Mars Chocolate UK
Mars Chocolate UK’s vice-president of marketing, Michael Magee, talks us through the thinking behind bringing back an old Galaxy slogan.
The world's his oyster
Virgin Holidays marketing director Andrew Shelton talks about the brand’s new campaign, working in an industry with slim margins and growing the business.
Q&A: Amanda Davies, HR director, Mars Chocolate UK
Mars Chocolate UK’s HR director Amanda Davies tells Marketing Week what it takes to succeed in the brand’s graduate recruitment process.
Q&A: Justin Cooke, chief marketing officer, Topshop
Topshop’s CMO Justin Cooke explains why his brand took advantage of the Harlem Shake meme and how important online video is to the brand’s marketing.
Q&A: E.ON's sales and marketing director
Business plots digital marketing blitz in an attempt to boost customer loyalty and appear less remote.
Q&A: Golden Wonder's marketing director
Scott Guthrie, Golden Wonder’s marketing director, talks through the brand’s relaunch campaign.
Viewpoint: Polaroid's president and chief executive
In 2009 Polaroid was acquired by a group of private equity investors. We shifted the business model so that we went from being a vertical operating company into an intellectual property holding company that focuses on brand marketing and licensing.
Q&A: Andy Coughlin, LG's head of mobile, UK & Ireland
LG’s Andy Coughlin, head of mobile for UK and Ireland, discusses the future of connected technology.
Q&A: Jocelyn Cripps, Financial Times
Jocelyn Cripps, the FT’s executive vice-president of global B2C marketing, on social media, the recession and the title’s future.
Q&A: Dan Crossley, Food Ethics Council
The Food Ethics Council’s executive director Dan Crossley talks about the importance of understanding your product as much as you can.
Q&A with AB Inbev's global CMO Miguel Patricio
The Budweiser maker’s top marketer on revenue generation, the role of marketing in society, social media, his objectives for the brewer and ‘watery beer’ gate.
Q&A: AB InBev's Paul Chibe on Justin Timberlake tie-up
AB InBev’s Vice-president of US Marketing Paul Chilbe explains why they appointed a celebrity creative director for their Bud Light Platinum brand.
Q&A: Blackberry's CMO on Alicia Keys' role as the brand's global creative director
Frank Boulben, BlackBerry’s CMO, explains the difference between sponsored endorements and ‘in-house’ roles.
Q&A: Phil McKee, research and insight executive, Football League
The Football League’s research and insight executive Phil McKee explains its online research initiative the Changing Room.
Q&A: Pernod Ricard's Martin Riley on data collection and social media
Pernod Ricard’s Group CMO, Martin Riley, talks to Marketing Week about the challenges of data collection in the drinks industry and measuring performance.
Q&A: Gary Pearson, national sales manager, Audi UK
Marketing Week asks Audi UK’s national sales manager Gary Pearson about how technology can be used to get people into high street stores.
Q&A: Special K's brand manager Sophie Colling
Sophie Colling, Special K’s brand manager, explains how inspiring positive thinking through their latest campaign will encourage people to change their behaviour.
Racing towards a winning formula
As McLaren turns 50, brand director John Allert talks about life after Lewis Hamilton and widening its appeal with Sergio Perez.
Fly in the face of risk: Q&A with Seth Godin
‘America’s greatest marketer’ Seth Godin on the reasons brands should take more risks and why consumer trust, not advertising, is the goal of the smart marketer.
Q&A: Michelle Peluso, consumer CMO, Citigroup
Citigroup’s CMO Michelle Peluso highlights how technology has changed the way the brand operates.
Q&A: Chinese car brand Great Wall's marketing manager on launching in the UK
Ryan Young, Marketing manager for Great Wall, talks about expanding the Chinese car brand into the UK.
MasterCard's Marion King gives her view on the future of cash
Marion King, MasterCard’s president for UK and Ireland, discusses the likelihood of a cashless society.
Q&A: Stewart Pedler, Thomson Reuters
Stewart Pedler, director of operations, global creative services at Thomson Reuters, gives his views on the research into marketer confidence for 2013.
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