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).
Millennials “expect brands to live in the same world they live in, speak the same language about the same…
Adidas must avoid getting swept up in the real-time marketing hype and focus on driving its bottom line.
Both eBay and M&S have revamped their websites to focus on content but they need to make sure they aren’t ignoring conversion in the search for engagement.
Repeating analytics on mobile marketing is vital to effectiveness.
A couple of months ago I mentioned that I was going out to pitch for a new agency to join my creative roster.
Moving to a successful brand that has already achieved a decade of consecutive growth is like seeking out a rod for your own back.
If brands are going to use shock tactics, they need to make sure their cause has public permission to push the boundaries.