CX50 2024: Lessons from the public sector’s top CX professionals
Marketing Week ReportersWhen the whole country is your customer, delivering customer experience is a complex equation. Here, CX50 members from the public sector reveal their approach.
‘This used to be a great industry to work in’: Marketers on ‘depressing’ job interview processes
Molly InnesAs marketers become disillusioned with prolonged job interview processes, as stages and demands increase, what impact is this having on the industry?
Britvic’s CMO on the value of doing ‘less things’ better
Niamh CarrollBritvic CMO Cindy Tervoort believes in using creativity to drive business impact, but is wary of how “fragmenting” budget can stop brands standing out.
‘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.
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.
Want your investment to deliver? Make mend and repair your mantra
Andrew GeogheganIn a world where less is more, checking insights, aligning KPIs and adopting a mend and repair mindset can make your marketing investment work harder.
What is marketing? That can only be decided by businesses
Johnny CorbettDefinitions of marketing are wide-ranging and inconsistent, but it’s up to organisations to work out what it means and how it can help them.
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.
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.
Marketers need to accept they are no more empathetic than anyone else
Andrew TenzerMarketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.
Pre-testing ads is not divisive, it’s a no-brainer
Mark RitsonAgencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
Five common traits that make a marketing leader
Joe GloverFrom positivity and clarity to the need for humility, speaking to a number of top marketing leaders has revealed five common traits that all possess.
How ITV turbocharged marketing’s influence with streaming reboot
Marketing Week ReportersAccording to employees, the marketing department is being taken more seriously than prior to the launch of revamped streaming service ITVX.
How Range Rover and Sky joined forces to create ‘event TV’
Marketing Week ReportersThe car brand enlisted the help of Sky Media to take the launch of the Range Rover Sport from standard branded content to must see TV.
How a ‘culture-making’ tie-up helped JBL go viral
Marketing Week ReportersThe audio brand’s collaboration with US rapper Doja Cat went from the Grammy Awards to viral TikTok sensation, helping JBL resonate with its key Gen Z audience.
How a ‘focus on excellence’ helped BBH grow business by 90%
Marketing Week ReportersThe creative agency improved its pitch conversion rate by 28% in 2022, attracting brands from Netflix to Wayfair in the process.
How ITV attracted 2 million new viewers
Marketing Week ReportersInvesting in detailed audience insight helped ITV segment its first-party dataset to fuel the launch of streaming service ITVX.
How one brand hit 215% ROI with ‘sophisticated’ segmentation
Marketing Week ReportersA multi-layered segmentation strategy helped garden centre chain Dobbies identify the ‘killer’ categories directly influencing customer behaviour.
How Cadbury’s multichannel mantra delivered £230m in revenue
Marketing Week ReportersFrom interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
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