‘Skills vs oomph’: How and where are brands finding standout marketing talent?
Ellen HammettMarketing recruitment is changing, prioritising performance over skills, embracing flexibility and finding value in non-linear backgrounds.
A third of brands don’t have a marketer on the leadership team
Josh StephensonMarketing has made great strides in finding a place on the leadership team – but still over a third of brands report not having a marketing director or CMO on the top table.
Peperami brings back ‘Animal’ brand mascot after decade-long hiatus
Molly InnesPeperami joins the likes of Branston and Tango in resurrecting an old brand asset.
Overrated skills, networking woes, hybrid: 5 interesting stats from Salary Survey 2024
Marketing Week ReportersFrom social media hype to the hybrid working debate, Marketing Week’s Career & Salary Survey explores how marketers’ attitudes to work are evolving in 2024.
Workday’s CMO on why humour is a ‘real differentiator’ in B2B
Matthew ValentineAfter seeing consideration and awareness increase “considerably”, Workday is following up last year’s ‘Rock Star’ Super Bowl ad with another emotionally driven execution starring Travis Barker and Gwen Stefani.
‘More targeted, more relevant’: Inside Just Eat’s capability and effectiveness mission
Molly InnesJust Eat is investing in how it measures effectiveness and positions its marketing function for success as it looks to become the UK’s “most loved” delivery brand, says UK marketing director Victoria Gold.
Lynx pits itself against fine fragrance category as it looks to fill ‘huge gap’ in the market
Niamh CarrollThe Unilever-owned brand is looking to take on the premium fragrance sector in a new campaign that aims to move away from the “stuffiness” of the category’s ads.
Brand value and doing more with less: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From reframing the need to do more with less to the value of B2B brand building, it’s been a busy week. Here is my take.
‘Pushing water up a hill’: How is burnout impacting female marketers?
Molly InnesFemale marketers are ‘between a rock and a hard place’ when it comes to managing burnout, with stretched teams, tight budgets and a persistent gender pay gap burning women out.
‘Change the narrative’: How to deliver the most when you’re asked to do more with less
Michaela JeffersonWhile budget cuts are never welcome, by reframing it as an opportunity to rethink how things are done, marketers might be able to turn a negative into a positive.
Value of top 100 B2B brands up 10% versus last year, study finds
Niamh CarrollB2B businesses have been investing more in brand building, and appear to now be reaping the rewards, with the value of the top 100 most valuable B2B brands increasing by a quarter of a trillion US dollars this year.
‘We’re not fiddling around the edges’: How one B2B giant went all out for brand
Matthew ValentineAddressing its reputational crises head on with new podcast series, mining company Rio Tinto is on a mission to nurture its brand.
How ITV turbocharged marketing’s influence with streaming reboot
Marketing Week ReportersAccording to employees, the marketing department is being taken more seriously than prior to the launch of revamped streaming service ITVX.
‘Beauty is in the eye of the beholder’: How marketers are conveying brand value
Niamh CarrollWhether relying on valuations from consultancy groups, analysing pricing power or opting for bespoke metrics, there is no set definition on how to judge brand impact.
How Specsavers, Rowse Honey and Quaker proved the ‘power of print’
Matthew ValentineFrom dialling up the humour to tackling social injustice, these companies successfully used print to build long term brand equity, according to Kantar’s ‘The Works’ study.