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.
In-depth features, interviews and insights into marketing’s biggest issues.
Bringing in a role that is broader than the traditional CMO, has forced Mars to “think differently”, both from a marketing and recruitment perspective.
Story of my CV: Lloyd Page began his career at Virgin Trains before taking on a global role at Vodafone and transitioning into digital marketing at John Lewis, all of which set him up for his current role as marketing director at MoneySuperMarket.
Brands are increasingly thinking outside the box with fresh ideas to bring teams together, but will a new focus on cross-functional innovation within these teams lead to a better response to consumer needs?
Virgin Media has made a number of changes internally in an attempt to reduce its disability employment gap but admits it still has a job to do to tackle the perceived stigma around disability.
BrewDog’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 Week columnist Mark Ritson on how Apple defined the three core tenets of its brand position – simplicity, creativity and humanity – to celebrate what made it different.
We arm marketers with all the numbers they need to tackle the week ahead.
De-siloing, in-sourcing, “mutual upskilling”: L’Oréal’s digital chief on how the beauty giant is reacting to market disruption.
Santander’s outgoing CMO Keith Moor is a self-confessed extrovert and naturally inquisitive, but there are certain questions he wishes he’d asked as a junior marketer which might have helped him achieve balance earlier in his career.
From co-creation and cultivation of a social community for ideas, to empowering an entire business to work on new product development, brands need to open up if they want to stay ahead of the innovation curve.
As the UK’s first ‘virtual’ bank, First Direct knew it had to take a radically different approach to marketing, to ensure it not only stood out but was trusted by consumers.
Sipsmith’s global marketing director Kate Moorcroft maps out the premium gin’s journey and how 10 years on the brand is ready to “supercharge” from a benchmark brand to a leader in its own right.
WeChat is no longer the only super app ecosystem available to Chinese internet users. In her recent Internet Trends 2019 report, Mary Meeker highlighted the growing trend of super apps both within and outside China.
Our new video series on marketing effectiveness in B2B begins with Genpact’s Neil Dowling, explaining why disruption needs to be part of the marketing team’s psyche.
Brands should focus on the technical ability of female athletes and tap into the power of male allies to promote a ‘one game’ philosophy.