In-depth features, interviews and insights into marketing’s biggest issues.
As a premium, fresh-food, branded proposition, Charlie Bigham’s does not fit in with the ready meal category; however, it is these differences that allow it to stand out and deliver “real value” for its consumers, says marketing director Gill Green.
Recruiters are “pleasantly surprised” by how the market is shaping up this quarter, but with job-seeking senior marketers at an “all-time high”, competition is fierce.
New Guy is the Coca-Cola Company’s first ad that brings together different brands in its portfolio in the same spot.
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 role of the CMO to the need to speak the language of the boardroom, it’s been a busy week. Here is my take.
The audio brand’s collaboration with US rapper Doja Cat went from the Grammy Awards to viral TikTok sensation, helping JBL resonate with its key Gen Z audience.
The cyber security business, which owns brands including Norton and Avast, had marketing involved from the start in its latest product launch, an example of its customer-centricity, says marketing lead Krista Todd.
The creative agency improved its pitch conversion rate by 28% in 2022, attracting brands from Netflix to Wayfair in the process.
As job titles and responsibilities for top marketers continue to change, CMOs from Marketing Week’s Top 100 discuss how they’re navigating the shift.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.
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.
Using the right tools to simplify the creative process can make the difference in delivering effective, timely campaigns, now that teams can work together from anywhere.
Investing in detailed audience insight helped ITV segment its first-party dataset to fuel the launch of streaming service ITVX.
On the Beach’s CMO Zoe Harris has been on the firm’s executive board for over a year, which she says has encouraged her to look further ahead at the longer-term opportunities and allowed her to get inside the heads of investors.
As 2024 gets up and running, I outline some of the key challenges marketers are facing, offering my view on what they mean for you and the industry. From the need to bolster marketing’s influence to the hunt for sustainable growth, it’s going to be a busy year. Here is my take.
A multi-layered segmentation strategy helped garden centre chain Dobbies identify the ‘killer’ categories directly influencing customer behaviour.