Sebnem Erim believes emotional intelligence – in particular empathy – is as important as intelligence when it comes to building a global marketing career.
Sebnem Erim was set on a global marketing career by the age of 20. At that age most people are only getting to grips with early adulthood and figuring out what they want to do next. However, Erim already knew marketing was the career for her.
Consumers are more receptive to sustainability initiatives when they are tied closely to a brand’s purpose, say senior marketers at PepsiCo.
The pessimism of the pandemic might be encouraging marketers to play it safe, but they could be underestimating the power of humour to connect with consumers even during a crisis.
PepsiCo, which owns brands including Walkers, Pepsi and Doritos, says it is working together with its retail partners to mitigate “consumer reaction” to inflation.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.
