‘Threaded into business strategy’: How brands are defining marketing excellence
Charlotte RogersIn a world where some businesses struggle to agree what they mean by marketing, how are brands defining excellence and who is holding teams to account?
In a world where some businesses struggle to agree what they mean by marketing, how are brands defining excellence and who is holding teams to account?
Former Kraft Heinz CMO Paula Marconi has joined PepsiCo to help “strengthen” its market presence across Europe at a “pivotal time” of driving change and growth.
Speedo is repositioning itself for a lifestyle audience with a new campaign bringing back its Aussie roots.
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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
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The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.
Coca-Cola’s senior director of media operations underlined the importance of being customer-centric in order to avoid siloed thinking.
When the whole country is your customer, delivering customer experience is a complex equation. Here, CX50 members from the public sector reveal their approach.
Compare the Market says the titles reflect “two crucial areas” for the business. Tom Wallis, who joined the business as chief revenue officer last year is now chief customer officer, while Mark Vile, who has been CMO since 2017, is now chief brand officer.
Group customer director Emma Botton has been with Tesco for eight years, taking on the most senior marketer last year after chief customer officer Alessandra Bellini left the business.
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.
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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.