Why Airbnb’s marketing leadership think in-housing and cross-functionality are best for brand
Molly InnesThe future of advertising is in-house, claims Airbnb’s top marketer Hiroki Asai.
The future of advertising is in-house, claims Airbnb’s top marketer Hiroki Asai.
Instead of seeing redundancy as a blow to their self-worth, marketers are reclaiming their careers and finding new avenues to thrive.
As CMOs come under pressure to do more with less, marketing budgets as a percent of company revenue have dropped to 7.7%.
Realising its old ways of working were no longer fit for purpose, the smoothie maker appointed its first marketing excellence lead three years ago to drive consistency.
Brands shouldn’t try to “construct” a purpose, says Oatly chief creative officer John Schoolcraft, adding that Oatly’s purpose comes “easy” for it.
Monzo’s new marketing boss says brands often underestimate the importance of distinctive assets as it launches its first brand campaign in five years.
Giffgaff’s marketing strategy director says it is set up to give equal weight to “people, planet and profit”.
Naomi Walkland joins online car marketplace Motorway from Bumble where she spent nearly six years.
More and more brands are talking about mental availability, but talk is cheap. To understand its value you need to recognise it for what it is – a metric to be measured, studied and tracked.
Describing the creation of the CMO role as a “significant milestone”, the entertainment giant has tasked Inglis with “redefining” the brand globally.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Michael Inpong joins Valeo UK, which owns well-known confectionary brands including Fox’s and Refreshers, in the newly created chief marketing officer role.
We arm you with all the numbers you need to tackle the week ahead.
In a challenging environment with economic pressures and rivals to contend with, can creating a holistic marketing excellence culture give brands the cutting edge?
Who Gives A Crap is now the third biggest toilet roll brand in the UK, and is looking to above-the-line media, retail listings and consistently “doing things differently” to continue that growth.
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 Airbnb’s desire to control the narrative to Gap reinstating the CMO role, it’s been a busy week. Here is my take.
Diageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.
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.
In a world where less is more, checking insights, aligning KPIs and adopting a mend and repair mindset can make your marketing investment work harder.
Definitions of marketing are wide-ranging and inconsistent, but it’s up to organisations to work out what it means and how it can help them.
Follow British Airways’ example: for every new ad you make, identify at least one customer experience improvement to go with it.
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.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.