Soft skills trump functional marketing expertise, study finds
Charlotte RogersLeadership, communication and strategic thinking are the skills most prized by CMOs, according to new research, with functional experience lagging further behind.
Charlotte Rogers
Marketing’s strategic importance ramps up as influence grows
Charlotte RogersThe 2024 Career & Salary Survey reveals marketing has claimed a greater strategic role within business, as its influence and appreciation continue to grow.
Nationwide claims ad ban an ‘opportunity’ as creative revised
Charlotte RogersThe building society has brushed aside the ban for “misleading” claims over brand closures, updating its adverts with renewed branch pledge.
‘Looking out over their empire’: Unpicking the pressure to attend the office
Charlotte RogersAn ego trip for leaders or a reasonable adjustment post-Covid? Marketers discuss the mounting pressure to return to the workplace.
Quarter of marketers feel pressure to return to the office
Charlotte RogersDespite pressure building for marketers to return to the workplace, more than half recognise the importance of hybrid working.
Remote vs office working: Does togetherness mean happiness?
Charlotte RogersIs the push for increased office working a route to better work and stronger promotion chances, or a naive attempt to fix broken company culture?
Over half of marketers say relationships harmed by remote working
Charlotte RogersFacilitating face-to-face collaboration is the main driver for returning to the office, with employee mental health further down the agenda.
John Lewis recruits 1 million new customers amid return to profit
Charlotte RogersThe retailer claims value is still at the ‘centre of its gravity’, while work on a proposed pan-partnership loyalty scheme continues.
How the ‘Covid hangover’ is impacting women’s careers
Charlotte RogersFour years since lockdown, did the pandemic have a detrimental effect on the career prospects of female marketers?
Ocado claims ‘back to the future’ strategy fuelling customer growth
Charlotte RogersThe business cut marketing spend by 25% in 2023, despite making key hires in ecommerce and retail media.
Gap pledges to ‘up its game’ on marketing amid effectiveness push
Charlotte RogersThe clothing giant promises to regain “legendary marketing” status and move away from tactical executions through a commitment to effectiveness.
How ‘strategic alignment’ is helping B2B marketers cut the friction with sales
Charlotte RogersRather than being seen purely as a means to drive leads, B2B marketers are using shared goals and “grown up” conversations to nurture their relationship with sales.
The Language of Effectiveness report 2022
Charlotte RogersFaced with a worsening cost crisis, soaring inflation and recession, this report explores how marketers can demonstrate the tangible impact of their activity so they can make a compelling case for investment, even as budgets are squeezed.
The state of marketing effectiveness
Faced with a worsening cost crisis, soaring inflation and recession, this report explores how marketers can demonstrate the tangible impact of their activity so they can make a compelling case for investment, even as budgets are squeezed.
Is an ‘obsession’ with digital skills excluding talent from the workplace?
Charlotte RogersThe pace of change within marketing often means those returning from a career break, in particular women returning from maternity leave, face a digital skills confidence gap, exacerbated by the behaviour of employers.
Why CFOs are making the ‘mental stretch’ into marketing
Charlotte RogersAn increasing number of former finance, sales and operations directors are being appointed to senior marketing roles. What do these leaders bring to the table and why the switch?