Why failure helps create better marketers
Lucy TesserasThe word ‘failure’ conjures up many negative connotations, but it shouldn’t always be seen a bad thing because marketers often learn far more when things go wrong.
‘Bigger, stronger, more impactful’: Why GSK made design marketing’s strategic partner
Lucy TesserasDesign now works alongside marketing as a “creative steward” for the entire brand experience, which is driving innovation and value for the pharmaceutical business.
‘Fast and cheap’: How AB InBev is driving innovation
Lucy TesserasBy uniting marketing and innovation under the remit of global CMO Pedro Earp, AB InBev has cut development timelines from two years to just 36 days.
How Mars’ shift from CMO to chief growth officer has reframed marketing
Lucy TesserasBringing in a role that is broader than the traditional CMO, has forced Mars to “think differently”, both from a marketing and recruitment perspective.
BrewDog’s former marketing boss: It wasn’t ready for a CMO
Ellen HammettBrewDog’s former marketing boss of three months says it was too early in the craft beer brand’s evolution to have a chief marketing officer, something which became “fairly obvious” very quickly.
Marketing 3.0: How L’Oréal is embracing new marketing codes
Ellen HammettDe-siloing, in-sourcing, “mutual upskilling”: L’Oréal’s digital chief on how the beauty giant is reacting to market disruption.
Unilever’s boss on why leading a business is much like managing a brand
Lucy TesserasAlan Jope says he never had his heart set on becoming CEO but believes the skills he learnt as a marketer have set him up perfectly for general management. But going forward he thinks marketers will need to switch from being generalists to specialists.
Unilever CEO says Keith Weed’s replacement will be a ‘CMO++’
Lucy TesserasAlan Jope says the top marketing role has taken a while to fill as the business has been refining what it means to be CMO at Unilever and looking at both internal and external candidates.
YouTube ‘supports’ advertisers pulling spend amid brand safety concerns
Ellen HammettGoogle says advertisers should pull spend from its YouTube streaming platform if it means it helps them to “understand what’s there” and “do the right thing”.
How taking a stand is helping brands tackle negativity
Lucy TesserasMarriott and Pinterest have had to deal with fierce criticism – albeit for very different reasons – but in both cases they responded with a clear comeback that was in-keeping with their core purpose, which helped guide them through.
Mars’s three-point strategy to improve gender equality in its advertising
Lucy TesserasThe FMCG giant wants to “unprogramme” the way marketers and agency partners think to address the gender bias in its advertising, after research revealed men outnumber women three to two.
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Link between creativity and effectiveness ‘broken’ as short-termism rises
Sarah VizardA new report from Peter Field that analysed the IPA databank has found creatively-awarded campaigns are now the least effective they have been in 24 years and no more effective than non-awarded campaigns.
Why Twitter’s ‘next big ideas’ will be user-generated
Lucy TesserasTwitter has always relied heavily on users when it comes to innovation, but its recently launched prototype app will play a fundamental role in helping the brand stay ahead of consumer demand.
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More than a third of marketers think awareness effectiveness is decreasing
Sarah VizardClutter, ad avoidance, declining reach and decreasing trust in advertising are all blamed for top of funnel effectiveness declining, according to new research by the WFA.
Marketoonist on Cannes Lions
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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Brands and tech giants come together to launch first digital safety alliance
Ellen HammettLaunched at 2019’s Cannes Lions festival, the Global Alliance for Responsible Media marks the first time an alliance that represents all sides of the media industry is forming.
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P&G puts focus on reach: It’s a more important measure than spend
Ellen HammettThe marketing boss of the world’s largest advertiser is more interested in measuring reach than spend, with P&G increasingly finding it can use money that would have been “wasted” on frequency to boost the number of people it reaches.
CMO to CEO: ‘The numbers will only rise if marketers become more commercial’
Lucy TesserasMarketers struggle to progress to CEO because they focus too much on marketing rather than the bigger picture, according to Diageo’s Syl Saller, O2’s Nina Bibby and Verizon’s Diego Scotti, who suggest a lack of role models is also preventing CMOs from taking the next step.
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Unilever gets marketers to take DNA tests to challenge stereotypes beyond gender
Molly FlemingThe FMCG giant is broadening out its Unstereotype initiative to include ethnicity as it looks to get more of its marketers be more critical about diversity in its ads.