Movatterモバイル変換

Language of Effectiveness

Career & Salary Survey

State of B2B Marketing

AI could radically alter how brands are chosen by consumers, but P&G’s CFO is confident of the company’s ability to adapt to this new dynamic.

Three quarters of B2B marketers have seen the focus on artificial intelligence ramp up over the past year, according to new data.

Marketing and creative teams need tools that reduce time spent hunting for information, so they can focus on ideas that move campaigns forward.

The high street chain kept all but the name from WHSmith and without a distinctive brand, promotion won’t mean as much as the rest of marketing’s four Ps.

From reshaped teams without a CMO to growth in performance marketing and social media, the hiring landscape for marketers remains problematic.

Backed by the L’Oréal Group, AI-powered beauty marketplace Noli wants to cut through the noise to solve consumer needs, says the firm’s first CMO.

The French luxury house says it will “pursue the year with confidence” despite volatility in the market.

After notching up its best ad sales quarter to date, the streaming giant claims its advertising business is making “considerable progress”.

Tom Roach explores brand building in the LLMs and how to influence this new audience with brand communication.

Brand building must be understood in terms of capital for C-suites to take it seriously, starting with linking its commercial value to financial metrics.

Meaningful product tweaks enable incremental sales, and while most marketers don’t influence product, you can gradually change that with customer insight.

Mark Ritson

Helen Edwards

Marketoonist

B2B marketing is hitting its creative stride, but when it comes to nailing the effectiveness agenda brands need to pick up the pace or risk being left behind.

Brands shouldn’t leave it to their agencies to prove marketing’s impact, but working closely with them creates a virtuous circle of learning and improvement.

What are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?

Marketers looking to exert more influence over the full marketing mix may be better trying to use “soft power”, rather than simply looking to seize control.

Metrics don’t always show us what we want to see – but don’t throw away years of work on a whim. Sometimes it is important to remind yourself of why you implemented your strategy in the first place.

All good CMOs want to build strong, high performing teams. However, it’s easier said than done, whether avoiding hiring in your image, mapping out personality types or asking candidates to take a psychometric test, there’s no silver bullet for creating the perfect team.

With many category-leading brands like Fairy, Ariel and Pampers in its portfolio, growing categories is vital for Procter & Gamble. The company combines consumer insight, innovation, advertising and distribution to grow its highly penetrated brands and their respective markets.

With 2025 unlikely to bring cheer in terms of macroeconomic growth as brands face up a lacklustre era dubbed the “new normal”, what can marketers do to drive growth in this environment?

If you managed to buy a ticket for the Oasis reunion shows, the chances are a powerful behavioural science bias was influencing your decision.

Google MD Sophie Neary joins Marketing Week’s Russell Parsons, exploring how marketers can harness the latest consumer trends and technological evolutions – both to unlock opportunities and to face down growing competitive threats from online rivals, large and small.

Marketers face mounting pressure to deliver insights faster than ever – but speed doesn’t have to come at the expense of quality. Discover how quick-turn surveys and DIY tools can help you get robust data, fast.

Effective ad targeting now requires brands to understand content, context and user intent – assumptions based on keywords and demographics are no longer enough.

The world’s first ursine advertising expert sinks her teeth into the Government’s ‘Less Healthy Food & Drink’ ad ban, and how to build brands in digital.

When budgets are tight, marketers need to justify every penny of their spend. But without full-funnel attribution, spending decisions are often based on what’s easy to measure rather than what’s actually working.

Learn how to validate digital audiences and confirm whether you’re truly reaching the people you intend to target.