PepsiCo’s global drinks CMO on why marketing’s 4Ps are ‘changing’
Niamh CarrollIconic brands used to be built on stature, says international beverages CMO Mark Kirkham, now they are as much to do with purpose, he argues.
Iconic brands used to be built on stature, says international beverages CMO Mark Kirkham, now they are as much to do with purpose, he argues.
Recently promoted to chief brand officer, Maria Koutsoudakis says Vodafone is in a strong place to be pulling on its marketing levers with a new brand platform.
The breakdown of mentorship has consequences not just for the next generation, but for the entire industry. Embracing a non-hierarchical model of reciprocity could be the answer.
The retailer has fallen victim to operating in a promotional market, it says, with UK sales dropping by 8.3% last year.
The footwear retailer saw its margins shrink as it relied on promotional activity to encourage a “discount-hungry” consumer through its doors.
According to a YouGov survey, 81% of respondents are concerned about the trustworthiness of online content, compared to 73% who are concerned about the prevalence of AI-generated content.
Marketing leaders should avoid taking a cookie cutter approach to hiring when eyeing up growth, says Tor Hunt-Taylor, marketing director at The Collective.
The footwear company saw revenue and profits tumble as it looks to change its marketing focus from “storytelling” to a product-led approach as it looks to recover ground in the US.
Using effective methods of tracking referral channels means marketers gain a 360-degree view of their business’s leads.
At 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 price promotions to the value of taking time away from work, it’s been a busy week. Here is my take.
A year and a half on from bringing together its growth, digital transformation and platforms business, Mars Petcare’s Leonid Sudakov says it’s enabling the business to be at the “forefront of digitalisation”.
For all its good intentions, purpose is producing bad marketing and worse social outcomes. Time for a change.
Clothing retailer credits defining what each of its brands stands for and balanced investment across “top, middle and bottom” of funnel with recent success.
While generative AI looks set to shake up the way we work, a new study shows that public adoption of generative AI tools remains low and daily use even lower still.
After “unifiying” its brand across its different services last year, including retail, vets and grooming, Pets at Home is now seeking to grow its share of wallet with its consumers across these segments.
The NHS as we know it today only joined up under one brand identity in April 1999. Two of the project leads recall the challenges faced – and the benefits of simplicity that every brand can learn from.
While many are in favour of collaboration and consensus over command and control when it comes to leadership, there are some serious watch-outs to consider.
Recruiters and jobseekers are continuing to struggle in the current landscape, with few jobs and opportunities leaving brands taking advantage of the ‘buyer’s market’.
Debate continues to rage as to whether out-of-work marketing candidates should signal their employment status on LinkedIn, with recruiters conflicted on the pros and cons.
Instead of seeing redundancy as a blow to their self-worth, marketers are reclaiming their careers and finding new avenues to thrive.
Implementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
Marketers are often taught there are two ways to orient your business: product and market. But creator-backed brands like Prime are finding a third way: audience-orientation.
Work must be done to clean up the bias in data that is fed into many AI tools or the industry risks going backwards.
In a world where less is more, checking insights, aligning KPIs and adopting a mend and repair mindset can make your marketing investment work harder.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.