The key to getting buy-in for UX is to present the strategy on management’s terms.
Whatever the organisation’s relationship with UX, the goal should be the same: to make a product or experience that solves a problem for a user and delights them in the process of solving it.
Diageo increased marketing investment by 27% in the six months to the end of last year, ahead of sales growth, as it looks to build the business for the future.
Marketers from Asahi, Danone and Credit Suisse agree that overly long-term goals and talking rather than taking action can do more harm than good.
With research suggesting B2B marketing is becoming more difficult in the context of Covid, is it time for brands to embrace risk and be bold?
Entrants now have more time to apply for Marketing Week’s annual celebration of effectiveness, creativity and innovation.
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.