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 the impact of price promotions to the value of taking time away from work, it’s been a busy week. Here is my take.
Recently promoted to chief brand officer, Maria Koutsoudakis says Vodafone is in a strong place to be pulling on its marketing levers with a new brand platform.
The breakdown of mentorship has consequences not just for the next generation, but for the entire industry. Embracing a non-hierarchical model of reciprocity could be the answer.
The retailer has fallen victim to operating in a promotional market, it says, with UK sales dropping by 8.3% last year.
Iconic brands used to be built on stature, says international beverages CMO Mark Kirkham, now they are as much to do with purpose, he argues.
The footwear retailer saw its margins shrink as it relied on promotional activity to encourage a “discount-hungry” consumer through its doors.
According to a YouGov survey, 81% of respondents are concerned about the trustworthiness of online content, compared to 73% who are concerned about the prevalence of AI-generated content.
A year and a half on from bringing together its growth, digital transformation and platforms business, Mars Petcare’s Leonid Sudakov says it’s enabling the business to be at the “forefront of digitalisation”.
The footwear company saw revenue and profits tumble as it looks to change its marketing focus from “storytelling” to a product-led approach as it looks to recover ground in the US.
Marketing leaders should avoid taking a cookie cutter approach to hiring when eyeing up growth, says Tor Hunt-Taylor, marketing director at The Collective.
For all its good intentions, purpose is producing bad marketing and worse social outcomes. Time for a change.
Clothing retailer credits defining what each of its brands stands for and balanced investment across “top, middle and bottom” of funnel with recent success.
While generative AI looks set to shake up the way we work, a new study shows that public adoption of generative AI tools remains low and daily use even lower still.
After “unifiying” its brand across its different services last year, including retail, vets and grooming, Pets at Home is now seeking to grow its share of wallet with its consumers across these segments.
The NHS as we know it today only joined up under one brand identity in April 1999. Two of the project leads recall the challenges faced – and the benefits of simplicity that every brand can learn from.
While many are in favour of collaboration and consensus over command and control when it comes to leadership, there are some serious watch-outs to consider.
Marketers should look for allies in their businesses and speak the language of the boardroom, says Three UK’s head of marketing and communications Chris Gough.
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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Whether it’s exploring the opportunities of secondments or booking a one-way flight to Mexico, marketers are feeling the benefit of taking time out from corporate life.
In line with increased retail distribution, Trip is launching its first TV campaign to increase brand awareness and build trust in CBD.
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 the changing nature of the top marketing job at Very and Innocent to what CEOs need from marketers, it’s been a busy week. Here is my take.
Pelosi joined the tech giant in 2022 after stints at EY and Wirpo.
Senior marketers from Guinness, Three UK and Warner Music discuss their shared growth challenges, despite working in contrasting sectors.
The supermarket, long seen as a benchmark for others to position with on price, has launched a new campaign mocking competitors who price match its products as it looks to reclaim some of the ground recently lost to rivals.
The marketing team has developed a brand growth framework designed to identify “where to play and how to win”.
Recruiters and jobseekers are continuing to struggle in the current landscape, with few jobs and opportunities leaving brands taking advantage of the ‘buyer’s market’.
People’s future outlook of their personal finances continues to strengthen with a five-point jump.
Jessica Myers is taking on the chief customer officer role, which will “bring together” a number of teams under her remit as part of a reshuffle.
Marketing Week, Cognizant and Adobe reveal the full CX50 list of the top 50 CX professionals across five UK industry sectors.
Marketers are often taught there are two ways to orient your business: product and market. But creator-backed brands like Prime are finding a third way: audience-orientation.
Marketing Week has teamed up with the Advertising Association for a second year to spotlight organisations that have opened up marketing to diverse talent.
From winning over the CFO to ensuring the CEO has your back, marketing leaders must form alliances if they want to be at the top of the corporate agenda.
Using effective methods of tracking referral channels means marketers gain a 360-degree view of their business’s leads.
Marketers wanting to become CEO need to identify what they can bring to a business, while acknowledging the challenges other departments face.
M&S enjoyed a strong year as it kept its promotions “very limited” and continued to boost style, value and quality perceptions.
Appointed in 2022 to lead the excellence agenda at pasta giant Barilla, Natalie Howell believes prioritising consistency and rigour helps brands scale.
Social media influencers who are also brand owners must mark their brand-related content as ads, says the ad watchdog as it cracks down on unlabeled cross-pollination.
Debate continues to rage as to whether out-of-work marketing candidates should signal their employment status on LinkedIn, with recruiters conflicted on the pros and cons.