Is the CMO role fit for purpose?
Is the increase in roles such as chief customer and chief growth officer reflective of a shift in the nature of marketing or unnecessary window dressing? There has been an…
Marketing Room 101: The buzzwords, theories and phrases that need banning
Marketing Week columnists Colin Lewis, Helen Edwards and Mark Ritson gathered at this year’s Festival of Marketing to make their case for the topics they want to see the back…
Bodyform’s marketing boss on breaking taboos and standing your ground
[embedded content]Designing a marketing campaign with the potential to change society is no mean feat, especially when your vision pushes the boundaries of regulation and challenges accepted social norms. This…
Marketing That Matters: How Britvic rescued Robinsons from decline
The latest podcast in our series on the stories behind effective marketing campaigns examines how Britvic transformed Robinsons, repositioning it and reviving a flagging category in a grand prix-winning effort.…
Thomas Barta: Marketers will find purpose in their brand’s zone of lies
To embrace a purpose-driven agenda marketers need to understand their company’s failings and then act as change leaders, mobilising the businesses from the top down. If marketers want to get…
How Dixons Carphone overhauled its CRM programme
When Saul Lopes joined Dixons Carphone as head of CRM almost a year ago, the business was at the beginning of its transition from being a discount-heavy retailer to having…
Brands risk losing billions if they don’t improve online accessibility
Is your website digitally accessible? This relatively simple question should spark a long list of ways that your brand is ensuring disabled people don’t face barriers online, but does it?According…
Mondelēz Europe CMO: It’s easy to forget consumers when the focus is profit
Mondelēz is embracing a new strategy as it looks to continue its pivot from cost-cutting to fostering growth.Speaking at the Festival of Marketing last week, Mondelēz Europe CMO Debora Koyama…
Beyond air miles: Emirates Airlines rewards customers for engagement
The Dubai-based airline is trying to find new, less transactional ways to reward people for their loyalty, as well as engaging customers at the moments where they are more likely…
Why Tesco won’t refer to Aldi and Lidl as ‘discounters’
Tesco’s outgoing chief executive talked semantic strategies, regrets and how “brutal objectivity” helped him lead one of the UK’s biggest business turnarounds. ‘German discounters’ and Aldi and Lidl have become…
- 1
- 2