‘Where’s the incentive?’: The impact of marketing’s persistent gender pay gap problem
Molly InnesThe industry is making “slow” progress in addressing marketing’s gender pay gap problem. So what is going wrong?
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Why it’s time to move beyond lead generation as a measure of effectiveness in B2B marketing
Niamh CarrollB2B 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?
Is the time right for B2B brands to embrace influencer marketing?
Matthew ValentineB2B brands have been slow on the uptake when it comes to using influencer marketing strategies. But with the trend increasing knowing the watchouts and determining the potential of B2B influencers is key.
Overworked marketers and Sprite’s vanishing label: Your Marketing Week
Lucy TesserasAt 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 fact 40% of marketers feel overworked and underpaid to Sprite’s decision to scrap labels, it’s been a busy week. Here is my take.
Why brands could be losing billions by failing to make their marketing more disability inclusive
Ellen HammettBrands have made great strides in many areas of diversity in recent years yet disability representation and inclusion is often neglected. Accessibility is rising up the mainstream agenda – and brands are starting to pay attention.
What can be done to solve marketing’s problem with work overload?
Josh StephensonSolving 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.
‘We’re required to wear more hats than ever’: Marketing managers and execs on increasing workloads
Josh StephensonAll marketers – from senior to middle to junior – are facing up to more responsibility without a sufficient increase in salary. From the risk of burnout to the lack of respect for the role of marketing in businesses, it’s becoming a source of great frustration.
Aspiring CMOs on how marketing leadership should evolve
Molly InnesEffectiveness, adaptability and a growth mindset. These are just some of the qualities needed to help marketing leaders thrive in the future, according to Marketing Week’s 2023 Future Marketing Leaders.
Cancer Research UK on making Race for Life’s impact more ‘tangible’
Josh StephensonCancer Research UK is refreshing its flagship running event Race for Life to make it more inclusive and reach a wider pool of people to help it in its mission to beat cancer.
‘Victims of our own success’: Senior marketers on increasing workloads for diminishing pay
Josh StephensonMarketing Week’s Career & Salary Survey shows marketers are increasingly taking on more responsibilities without an increase in pay. The reasons behind it, however, are wide-reaching and speak to an industry at a crossroads.
‘It’s still marketing’: Why the role of chief revenue officer is rising
Molly InnesWith brands under pressure to grow and align sales and marketing, could hiring a chief revenue officer be the answer?
Sustainable growth and expanding teams: Your Marketing Week
Lucy TesserasAt 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 explosion of Crosta & Mollica to Premier Food’s plan to drive volume growth, it’s been a busy week. Here is my take.
‘We’ll never think we know everything’: Mars on building its effectiveness culture
Niamh CarrollMars 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.
How Crosta & Mollica intends to match physical and mental availability to boost growth
Niamh CarrollCrosta & Mollica’s top marketer believes the brand has “punched above its weight” in terms of growth so far but it is now looking to invest to drive brand awareness further.
Why virtual production should be in your next campaign plan
Marketing Week PartnerBrands and their agencies are increasingly turning to studio-based 3D environments instead of shooting their ads on location.