‘You have to kiss a lot of frogs’: The dos and don’ts of setting up as a fractional CMO
Michaela JeffersonThe role of fractional CMO is gaining pace, but how can marketers best set themselves up for success if they decide to take the plunge?
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Putting the category first and Starbucks’ vanishing CMO role: 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 Starbucks’ decision to get rid of the CMO role to the rising pressure to return to the office, it’s been a busy week. Here is my take.
‘An inflection point’: The state of hybrid working four years on from lockdown
Molly InnesThe majority of marketers have noticed a shift towards returning to the office, but while some leaders say it’s more productive to be in person others argue being fully flexible helps brands attract the best talent.
‘Years of longevity’: Matalan releases first brand platform as transformation ramps up
Molly InnesFormer Co-op customer director Ali Jones joined the fashion retailer last April and is on a mission to turn the brand around.
What next for the Ted Baker brand?
Matthew ValentineOn the brink of administration and looking for a new buyer, the retailer needs some love if it’s going to survive on the UK high street.
Why Trainline’s marketing boss wants her team to think like scientists
Niamh CarrollHaving expanded both the marketing team and brand budget, Trainline has also invested heavily in behavioural science to fuel its growth agenda.
This Much I Learned: Tesco and BBH unpack an award-winning agency/client relationship
Marketing Week ReportersIn the latest episode of Marketing Week’s podcast series, Tesco marketing boss Emma Botton and BBH London CEO Karen Martin share the secrets of their partnership.
‘It’s been an equaliser’: How marketers feel about changing working patterns
Josh StephensonAs hybrid working cements itself as the norm, three marketers share how flexibility has forever altered their working patterns.
Why B2B marketers are approaching AI with a mixture of ‘excitement and caution’
Matthew ValentineAI: Beyond the Hype. Generative AI offers B2B brands a wealth of opportunity but marketers are experimenting with an edge of caution.
How one market-leading startup is scaling a brand-new retail category
Michaela JeffersonHaving created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
Is marketers’ job tenure hurting the effectiveness of brand building?
Josh StephensonWhile changing jobs frequently may be good for career development, what are the unintended consequences for brand building?
What is AI’s role in marketing recruitment?
Molly InnesImplementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
Oatly’s outsider ethos and trusting McDonald’s: 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 Oatly’s decision to “kill the marketing department” to how McDonald’s used humour to build trust, it’s been a busy week. Here is my take.
How B2B brands can market and monetise sustainability
Alec FennB2B businesses need to embrace sustainability and make it a core positioning tool if they are to monetise their efforts and reap the financial rewards.
‘We’ve never had this access to talent’: SMEs on recruiting to chase growth
Ian BurrellFrom nurturing T-shaped talent to benefitting from specialists on the job market, SMEs are looking for new ways to recruit their way to growth.