Samsung on effectiveness: Conversations with the CEO and CFO have matured
Molly InnesSamsung Europe CMO Benjamin Braun explains how post-Covid marketing has become regarded as a “proper sales channel” with measurable impact.
Samsung Europe CMO Benjamin Braun explains how post-Covid marketing has become regarded as a “proper sales channel” with measurable impact.
In the last of our series on what makes a great marketing organisation, marketers explain why “living the clichéd conversations” about company culture is crucial to turn intentions into action.
By using data to communicate experiences that pull customers in, rather than pushing undifferentiated offers, brands can transform loyalty’s effectiveness.
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 government’s call to cut marketing in order to slash prices, to the business case for D&I, it’s been a busy week. Here is my take.
The regulator is “scoping a range of options”, as it looks to balance the interests of viewers with the need to help UK broadcasters compete with the likes of Netflix and Disney+.
Entertaining consumers with advertising is “really important” for effectiveness at Direct Line, the brand’s head of marketing says as the insurer launches the latest ad under its award-winning ‘We’re On It’ platform.
Despite going live with campaigns on the same day, marketing boss Simon Groves insists Virgin Media O2 is on a mission to differentiate between the two “distinct” brands.
Reacting to news of an upcoming government campaign calling on businesses to divert marketing spend into cutting prices, marketers point out the function’s role as a “growth lever” for both businesses and the economy.
Take the viral success of Kate Bush’s 1980s classic Running Up That Hill as inspiration and heed the rallying call for continuous advertising.
The Language of Effectiveness, sponsored by Nielsen, will explore what effectiveness means to brands and the expectations expressed by senior stakeholders.
B2B payments provider Tyl is pulling closer to the NatWest masterbrand in its first major ad campaign, intended to help the brand become a “really serious player” in the market.
Marketers should be proud of their twin responsibilities of business growth and organisational culture – but to be credible they must measure themselves against metrics that matter.
Roe v Wade is not just a US issue, nor can brands assume it doesn’t affect them. Now is the time to stand up for your workers’ and consumers’ rights.
Improving representation and inclusivity will help make Google’s marketing more effective, according to CMO Lorraine Twohill.
Channel 4 is awarding £1m in advertising airtime to a brand that can pitch an “exceptional” campaign that authentically represents disability.