Is marketing facing a soft skills crisis?
Megan TatumIn an environment dominated by deadlines and delivery, are marketers letting their soft skills suffer?
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Efficient marketing and CMO tenure: 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 impact of marketing budgets being cut to the value of longevity, it’s been a busy week. Here is my take.
Marketers on the ‘perfect blend’ of internal talent and external expertise
Ellen HammettIn a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?
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.
‘High support, high challenge’: Marketers on how to manage teams in 2024
Ian BurrellFrom setting the vision in a hybrid world to learning to play for “club and country”, marketers discuss the nuances of management.
‘Loud and clear’: Why Puma is undergoing a marketing ‘transformation’ and targeting Gen Z
Molly InnesPuma’s leadership team has been waiting for the moment the brand would “invest differently” in marketing, something top marketer Richard Teyssier is confident it is doing with new teams, fewer activations and bigger brand investment.
A ‘springboard’ for growth: Why Sky is merging its broadband and mobile marketing teams
Molly InnesSky Broadband and Sky Mobile have a new home – Sky Connectivity. Marketing director Sunny Bhurji believes joining two different marketing teams together is a perfect learning opportunity that will help them eye up growth.
Brand mascots and B2B humour: 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 value of memorable brand assets to the use of humour in B2B, it’s been a busy week. Here is my take.
Why brands must move fast to keep pace with consumer AI adoption
Niel BornmanAI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
‘A strong memory asset’: Peperami on its plans to increase relevance among adults
Niamh CarrollPeperami has brought back its brand character ‘Animal’ to stand out in a crowded field as it seeks to broaden its appeal.
‘No substitute for truth-led ideas’: What AI means for marketing creativity
Matthew ValentineAI: Beyond the Hype. Is there a role for AI in creative “co-creation” that is both effective and ethical?
‘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.
‘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.
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.