Is marketers’ job tenure hurting the effectiveness of brand building?
Josh StephensonWhile changing jobs frequently may be good for career development, what are the unintended consequences for brand building?
While changing jobs frequently may be good for career development, what are the unintended consequences for brand building?
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
If authenticity comes from within, marketers should free themselves from expectations and identify the difference between competencies and skills.
Implementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
Marketers continue to jump between jobs, with more than two-thirds in their current role for less than three years.
As the airline unveils its biggest TV campaign since 2019, marketing boss Calum Laming is looking to “build forward” not build back.
Most new product launches fail. Here’s how Liquid Death defied expectations and earned a valuation of over $1bn, according to founder Mike Cessario.
From nurturing T-shaped talent to benefitting from specialists on the job market, SMEs are looking for new ways to recruit their way to growth.
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.
Home improvement retailer Wickes says it has increased its female customer base by 69% thanks to its “proactive marketing to women”.
From the persistent data skills gap to rampant restructuring, the Marketing Week Career & Salary Survey reveals how teams are evolving in 2024.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Oatly’s decision to “kill the marketing department” to how McDonald’s used humour to build trust, it’s been a busy week. Here is my take.
B2B businesses need to embrace sustainability and make it a core positioning tool if they are to monetise their efforts and reap the financial rewards.
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.
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.
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.
Not everyone will always like it, but addressing cultural tension with genuine creative tension is the only way to drive real change.
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.
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.
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.