Are you paying attention to attention?
Marketing Week PartnerCommon metrics such as reach, frequency and impressions tell marketers nothing about advertising effectiveness. Attention is the metric that matters.
Common metrics such as reach, frequency and impressions tell marketers nothing about advertising effectiveness. Attention is the metric that matters.
As Tyler LaMotte returns to Patagonia after stints at two small brands and one behemoth, he reflects on lessons learned and what brought him back.
In a new column exploring the intersection of marketing and gender, Helen James, co-founder of Creative Equals/Business, says training and workplace initiatives alone will not be enough to get more women to the top. Instead it’s about removing long-held beliefs and behaviours, and marketers are in a perfect position to help drive this change.
Customer expectations have grown since the launch of the CX50 list, now in its fifth year. Giffgaff’s Sophie Wheater discusses the most important shifts.
Founder and CEO Kağan Sümer says the new private labels are a “key component” of the business’s profitability and sustainability strategy, enabling it to develop new revenue streams across its core markets.
Aiming for “less than zero daylight” between sales and marketing, IBM’s Jonathan Adashek looks to run marketing like a political campaign inspired by his days at the White House.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
With a goal to promote L’Oréal as an “amazing marketing organisation”, CMO Lex Bradshaw-Zanger believes apprenticeships are a “low risk, high reward” way to attract new talent.
An unrivalled group of senior marketers in number, seniority and expertise will determine the winners of this year’s awards.
We arm you with all the numbers you need to tackle the week ahead.
Boots has lots to live up to with its new advertising campaign, which launches today as the brand’s biggest summer push to date.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
In the latest episode of our new series we hear from Helen Edwards, Tom Roach and Co-op’s Ali Jones about what they’d like to see eliminated from the marketing lexicon.
Post-Covid marketers are rethinking what they want from their careers, including exploring the opportunities of consultancy. But, does this new direction offer an accelerated learning curve or should they be prepared for bumps in the road?
Despite rising prices by 6% globally, the footwear brand is confident a strong DTC strategy and cultivating a “scarcity mindset” will keep consumers spending.