‘It’s chaos’: How the recruitment process for marketing roles is evolving
Molly InnesAs brands are reportedly demanding an increasing number of interview stages, marketers say they’re being asked to do more than ever to get a foot in the door.
Does your brand measure up when it comes to mental availability?
Lindsay RapacchiMore and more brands are talking about mental availability, but talk is cheap. To understand its value you need to recognise it for what it is – a metric to be measured, studied and tracked.
McDonald’s CEO: Personalisation is key in driving greater frequency and spend
Grace GollaschInvesting in digital capabilities to “personalise the experience” will drive profitability for the company, McDonald’s CEO says.
Adidas pledges to ‘over-invest’ in marketing as CEO admits ‘we are not as good as we should be’
Grace GollaschAdidas increased investment in marketing by 9% in the first quarter as it looks to build “brand heat”.
Coca-Cola CEO: Renovation of existing products can be as impactful as innovation
Niamh CarrollCoca-Cola has innovated by creating long-lasting new products, renovating existing products, launching “novel” products, and designing new pack formats, all of which are “driving the business”, says CEO James Quincey.
Marketoonist on AI co-pilots
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
How to build rock-solid brand foundations
Marketing Week PartnerFour brand managers reveal how brand-building platforms help them strike the perfect balance between consistency and creativity.
The Time I Messed Up: Cancer Research UK’s top marketer Philip Almond
Niamh CarrollIn the latest of a series exploring marketing leaders’ mistakes, Cancer Research’s Philip Almond describes an incident where acting in a “naïve and idealistic” way came at the cost of commercial success.
It’s time to break down your brand and build it back up
Helen EdwardsFollow British Airways’ example: for every new ad you make, identify at least one customer experience improvement to go with it.
CMOs urged to use latest cookie phase-out delay as a reminder to get ‘on track’
Grace GollaschThe CMA has raised further concerns about the introduction of Google’s Privacy Sandbox, which has now been delayed until 2025, but the hold-up is not expected to make any “meaningful difference” to advertisers, experts say.
Ritson is right, pre-testing has transformed marketing effectiveness
Peter FieldThe effectiveness expert and author of The Long and the Short of It explains how pre-testing has led to more effective ads, focusing on emotional response.
Promotions, advertising, long-term effectiveness: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Confused.com appoints CMO to drive ‘new era’ for the brand
Grace GollaschFormer Swyft CMO Geoff Bull joins Confused.com to lead the brand as it looks to “support customers” through a turbulent insurance market.
The right to play with distinctive assets first requires ruthless consistency
Cathal GillenCreatively playing with and stretching your distinctive assets is key to embedding them, but how far can this be pushed?
‘Sweatshop or social club’: The pitfalls of building a startup marketing team
Ian BurrellFrom inflated job titles and learning humility, to balancing flexibility with accountability, startups have a lot to consider when building a marketing team.