Win over the board with an earthquake – and then a climax
Secret MarketerThe 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.
It’s not always easy but there are ways to win over the board
Secret MarketerFrom 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.
Three simple approaches to cut the strings that pull on your mind
Secret MarketerThere is real clarity in simplicity, but it takes hard work and awareness. Here are three simple approaches marketers can take to achieve that sometimes elusive goal.
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Creativity is marketers’ last legal unfair advantage – and I don’t mean advertising
Secret MarketerOur marketer on the inside argues that as people move up the career ladder what they gain is often not as precious as what they leave behind.
Marketers, be careful not to lose your strategic focus and grip
Secret MarketerAs part of a mini-series looking at the different stages of planning, from strategy setting and targets to budget, our marketer on the inside shares how they are overcoming some of the common pitfalls.
Never underestimate the value of setting realistic, ambitious, time-bound goals
Secret MarketerAfter identifying core segments and updating the positioning for most brands over the past few months, our secret marketer has now reached the end of strategy development. Next up: setting objectives.
Strategy development is the most important skill for marketers
Secret MarketerAs part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how they are overcoming some of the common pitfalls.
Diagnose first, strategise second: Why you need to start at the beginning when planning
Secret MarketerAs part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how they are overcoming some of the common pitfalls.
It is incumbent on marketers to force the strategic debate: Here’s how
Secret MarketerAs part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how to overcome some of the common pitfalls.
Progress will only happen if there is jeopardy
Secret MarketerMaking mistakes is no bad thing. Learning from them is what will make you a better marketer.
Becoming CEO shouldn’t be a marketer’s ultimate career goal
Secret MarketerIt’s patronising to suggest marketing is just a doorway into more “grown up” or “serious” professions.
Customer, creativity, cost management: What every marketer should refocus on in challenging times
Secret MarketerFocusing on the 3Cs of customer, creativity and cost management will help marketers navigate the stormy waters ahead.
To survive 2023, you must go against the lemmings
Secret MarketerSince the pandemic elevated the role of marketing in many organisations, marketers are facing perhaps the highest levels of scrutiny on spend, so as the new year gets into full swing, it’s the perfect opportunity to reflect on the importance of creative impact and brand building.
What I’ve learnt from the mistakes I’ve made this year
Secret MarketerMaking mistakes is easy, it’s what you learn from them that matters. As the year draws to an end it’s time to reflect on what’s happened, take stock and look forward to 2023.
3 ways to drive out cost without reducing marketing effectiveness
Secret MarketerFrom improving processes and rationalising agencies to getting to grips with media charges, there are ways all marketers can strip out costs without impacting output.