‘Push outside your comfort zone’: Why marketers are leaning on coaching
Molly InnesWith the demands on marketers forever changing, is coaching the answer to career success?
With the demands on marketers forever changing, is coaching the answer to career success?
Focusing on its 30 Power Brands enabled the FMCG giant to free up nearly €700m in extra brand and marketing investment to feed a “strong” innovation pipeline.
The Inclusive by Design theme is a rallying cry for businesses to build inclusive practices into their creative to ensure brands, products and communications are accessible for all.
ITV reported higher than expected growth in total advertising revenue, driven by a “very successful” performance during the 2024 UEFA Euros.
The UK advertising market grew 9% to £9.2bn during the first three months of 2024, almost three percentage points ahead of last quarter’s forecast.
Men featured as central characters in 84% of ads, while only 15% of female characters are portrayed as having financial expertise, new study finds.
Admitting to pulling back too far on marketing in 2023, the streaming giant will direct new funds into acquisition and “reactivating high value users”.
How you spend the biggest part of your marketing budget depends on your brand and audience, but there are a few things all brands should pay attention to.
Don’t think of loyalty programmes as points-based schemes that cost money, but as an investment in new revenue streams and drivers of profitable growth.
The hotel chain is the latest brand to announce it’s appointing a chief marketing officer for the first time.
Determined not to “buy growth”, Nestlé believes compelling product and brand propositions, alongside managing price, will help the business thrive.
Understanding the six ways in which financial value is created can help marketers unlock bigger budgets.
As part of its new brand strategy, Lastminute.com hopes to position itself as the go-to place for last minute deals in a “very competitive” travel landscape.
Reckitt is selling ‘non-core’ brands, including Air Wick and Cilit Bang, and changing its business structure to chase long-term growth.
Brand advertising – rather than direct response – driving YouTube revenue, says Google, which credits AI innovation for second quarter growth.
Creators? Influencers? Social tastemakers? How are brands defining their influencer strategy and should they expect different results from different partners?
A print ad for the charity has landed in the top 4% of all UK ads for “credibility”, making it the most effective ad in the latest edition of Kantar’s ‘The Works’ study.
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’.
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.
Instead of seeing redundancy as a blow to their self-worth, marketers are reclaiming their careers and finding new avenues to thrive.
Implementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
It’s typical that marketers fawn over a brand built through promotion and packaging, when they ought to focus on their role in improving the thing they sell.
Marketers see GenAI as a productivity aid, but in reality that means more work in the same time, not the same in less.
While Mark Ritson’s call to arms for the industry to embrace inclusion is great, he might have missed an even better reason to do 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.