Should marketers be searching for ‘AI literate’ talent?
Ian BurrellAI: Beyond the Hype. Should marketing leaders ramp up training in new tech for their existing teams or look to recruit talent with AI ‘expertise’?
AI: Beyond the Hype. Should marketing leaders ramp up training in new tech for their existing teams or look to recruit talent with AI ‘expertise’?
Despite increasing marketing spend in Q1, Airbnb is considering a potential tightening of activity to “drive growth” as it looks to become “more aspirational”.
The fashion retailer has appointed former PepsiCo and Nike marketer Fabiola Torres as its new global CMO, a position left open since 2022.
Planning to “break rules and honour traditions”, the alcohol-free beer brand is tapping into the summer of sport as part of a wider year-round push.
Our latest CX50 list of the UK’s top 50 customer experience professionals reveals the key trends in a set of varied and highly competitive sectors.
The streaming service outperformed the broadcaster’s studio arm, amid wider plans to invest an additional £15m in marketing this year.
AB InBev posted higher revenues but lower volumes in Q1 2024, as the Bud Light backlash continues to constrain growth.
However you define marketing excellence, it’s essential those standards – and the outcomes – are shared with the wider organisation and documented for the future.
Four brand managers reveal how brand-building platforms help them strike the perfect balance between consistency and creativity.
Thirty marketing executives will take part in this year’s Scholarship, which aims to help them develop the skills they need to take up senior and board-level roles.
Trading media metrics for the “right data” can help marketers prove to the CFO why certain investments are “worth every dollar”, says Ford Europe’s media boss.
Claiming the brand has “carried the business forward” in its push to become more than home search, Zoopla is taking a “scientific” approach to allocating marketing spend.
Since rebalancing its marketing mix to focus on brand building, Airbnb has reaped the rewards, though top marketer Hiroki Asai says its model will not work for all brands.
Nationwide’s TV ad ‘In your best interest’ uses humour to cut through a “serious” category, which lands it in the top 8% of all UK ads, according to Kantar’s ‘The Works’ study.
We arm you with all the numbers you need to tackle the week ahead.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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.
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.