In the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
CMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.
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 rise of Liquid Death in a cluttered category to the level of marketing team restructures, it’s been a busy week. Here is my take.
P&G is aiming to build its brands and the categories in which they operate through meaningful innovation, CEO Jon Moeller says.
Consumers often “shop around” in the UK supermarket sector, says Morrisons chief customer and marketing officer, Rachel Eyre. The supermarket hopes its price match will “reassure” customers to do more of their shopping with it.
The professionalisation of marketing has brought many benefits – but that innate ability to spin a yarn to capture the attention of the board has been left in the past.
Following a ‘surprise’ two-year high last month, consumer confidence has fallen.
Only 27% of Gen X marketers feel more secure in their jobs than a year ago compared to over half of their Gen Z colleagues, according to Career and Salary Survey 2024.
Marketers are under pressure to make their resources go further, with 47.7% experiencing tighter budgets in the last 12 months.
Brands and their agencies are increasingly turning to studio-based 3D environments instead of shooting their ads on location.
Increased volume sales must be a “bedrock” of sustainable growth, Nestlé CEO Mark Schneider said, indicating the company must invest in marketing and innovation to achieve this goal in 2024.
The outgoing Channel 4 CMO will join ad agency M&C Saatchi in May.
Career and Salary Survey data also reveals 40.2% of those working in marketing are aged between 26 and 35-years-old.
WK Kellogg Co’s chief growth officer claims the company’s new marketing model will drive effectiveness and efficiency.
Marketers never truly know their influence over demand, but for B2B brands what’s more important is choosing the types of revenue to go after.
Identifying a “huge opportunity” for growth as a total beverage company, Coke is using granular consumer insight to dictate investments, explains CEO James Quincey.
Tight positioning, a respected brand heritage and refusal to overcomplicate things means when it comes to uniting distinctiveness and differentiation, KitKat has it licked.
The global marketing team will report into chief growth and marketing officer Esi Eggleston Bracey as Santos leaves the FMCG giant after three decades.
You’re not alone if your team is changing – almost half of marketers experienced restructuring last year. And if you weren’t part of the 46.5% in 2023, you probably will be soon.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Weetabix is a brand that has been unafraid to experiment with its marketing team structure and allow talent to move across business functions, something which marketing director Francesca Theokli says sets it apart.
There’s many reasons why greater alignment between the sales and marketing team can improve business outcomes. But how far should these go? And how can B2B marketers find the right balance?
Research suggests most marketers grew up in a household where the highest earner was social grade AB – to better represent people of all walks of life the industry needs to diversify.
From setting the context to being clear on the question you are answering, our marketer on the inside shares how to ensure board level conversations go to plan.
Ideas generation is a job for people, not data. But when data is paired with good ideas it can be powerful.
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.
Today’s consumers are inundated with media vying for their attention, as delegates heard at this year’s Festival of Marketing. So how can cultivating ‘fandom’ help brands cut through?
True emotional connections between brands and customers boost revenue as well as retention, but marketers need an accurate understanding of the key trigger moments.
Consumer interest in eBay’s fashion offerings skyrocketed this year, thanks to a campaign from agency DEPT that bridged TikTok, TV and everything in between.