How Spotify built its in-house creative team
Sarah VizardWhen Spotify’s brand chief joined five years ago the plan wasn’t to build an in-house creative function; she now manages a team of 90 but still believes external perspectives are crucial.
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When Spotify’s brand chief joined five years ago the plan wasn’t to build an in-house creative function; she now manages a team of 90 but still believes external perspectives are crucial.
Marketing Week Explores: With many young people thinking about their futures today as they collect their A-level results, we discuss the opportunities for any budding marketers looking to enter the industry and whether or not FMCG still offers the best learning ground.
The French car manufacturer admits the brand had lost its way since the 1990s and early 2000s, but that it is making clear moves to boost sales in the UK and build a bigger presence globally.
Despite ‘price’ being one of the 4Ps of marketing, not all marketers are in charge of developing their business’s pricing strategy, so how can marketers take control?
Marketing analytics experts answer Mark Ritson’s call to action, asking for a definitive industry response to whether the Brexit referendum was won by Vote Leave breaching the rules.
British companies often struggle to scale abroad but ‘marketing intelligence’ firm MiQ is doing just that, using insights from digital campaign data to put marketing at the heart of brands’ strategies.
It takes courage and confidence to launch a legal battle, particularly when your challenger is one of the world’s largest sportswear firms, but the founder of niche activewear brand LNDR says she had no other choice.
Story of my CV: Business transformation has been the driving force of Pronovias CMO Eva Ziegler’s career, which has seen her put the customer at the heart of brands from Coca-Cola to Toyota.
The FMCG company behind brands such as Häagen-Dazs, Nature Valley and Yoplait is exploring how it can upskill its marketers in digital as it looks to better reach consumers online and drive up sales.
From attracting waves of tourists and appealing to entrepreneurs, to keeping the message relevant for locals, marketers must strike a delicate balance to ensure their destination stands out on the world stage.
Working with agencies that are nice to the brand – and each other – is the only way to build the trust needed to achieve your best work, says Lufthansa vice president of marketing, Alexander Schlaubitz.
From colouring in sketches of shoes in the 1980s, to launching the most complained about ad of the year in the 1990s and turning around the fortunes of a jeans brand “in freefall”, Sue Chidler’s marketing career has certainly kept her busy over the last three decades.
Has the FMCG sector lost its crown as the best place for a marketer to learn their trade, as technology boosts the need for experience of faster-paced environments?
With numerous high profile events on the way over the next year, new data reveals a tangible – and gender balanced – interest in women’s sport across the UK. So why are brands still hesitating to get involved?
Estée Lauder’s first customer engagement and retail boss explains why the new role was necessary and how a focus on consumer insight is boosting innovation and the consumer experience both online and offline.