Mark Ritson outlines how to build a robust research plan and explains why marketers must find time to get to grips with diagnosis.
Mark Ritson says the biggest challenge in doing proper brand research is “making time for it”, but without doing so marketers will be setting themselves up to fail.
After creating the All-Time Marketing BS Index last year when Mondelez decided to scrap marketing in favour of ‘humaning’, Ritson has realised there were a few things missing from the top 10…
CMOs and marketing managers must manage their time effectively and complete a brand diagnosis within their first six months on the job, says Ritson.
Is loyalty dead? How many positions is too many? And who the fuck is Byron? Our columnist presents a modern marketing love story.
Supporting The Marketing Society and Stand Up to Cancer, the charity event has raised £910k since its inception in 2016.
We arm you with all the numbers you need to tackle the week ahead.
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.