Kathy Parker is senior vice-president of marketing innovation at Diageo. She writes about innovation culture for Marketing Week - how should marketers innovate in products, capability or marketing channels? She has recently joined as a Marketing Week columnist, taking over from her colleague Syl Saller (now chief marketing officer at Diageo).
Communications should be the foundation of a relationship between consumers and brands.
But it can’t just be a long-term ambition, it needs to act soon.
The group is under pressure to deliver real change.
UK retailers should keep an eye on shoppers flocking to international retailers online.
Malaysia Airlines has suffered major catastrophes but the brand may not be a busted flush.
Brands will only get clarity over data ownership if they understand programmatic buying to begin with.
Why hasn’t more been made of sensory marketing? It’s nothing to sniff at…