Low Lai Chow, Event Reports, Spikes Asia, September 2019
At Spikes Asia 2019 Annabel Fribence, CMO of KFC Asia Central, talks about embracing the pace of change within marketing and how the brand approaches the quest for cultural resonance in each market in the region.
The rise of performance marketing and short-termism means that that today’s marketers often lack the necessary skills to address core marketing principles of brand building and creating long-term value, according to LEGO CMO Julia Goldin.
Discusses the findings of a research project carried out in conjunction with BDO and the University of Bristol, which took the form of an online survey of more than 750 brands and agencies based in the Americas, Europe and APAC.
DTC businesses are all about creating brands and growing them – and while there’s an understandable emphasis on performance marketing, the brand experience is ultimately a key factor in success or failure, says a marketer with experience of both ...
Melissa Weston is marketing lead UK & Ireland for the fashion e-commerce Zalando. She talks to WARC about the company’s marketing strategy and its tech investments, and how it plans to be a starting point for fashion.
The final day of Advertising Week New York 2019 offered a wide range of insights, from the importance of “saves” as a metric on Instagram to the fact many ads fall short in their depictions of mothers.
Anna Hamill, Event Reports, Vivatech, May 2019
Alibaba’s Jack Ma, one of the world’s most influential businesspeople, offers his advice on adopting the principles of entrepreneurialism and how Alibaba became one of the world’s most successful brands.
Hershey, the confectionery manufacturer, follows a variety of core guidelines in its media strategy in reflection of its need to reach a very large audience while also securing the necessary level of marketing precision.
The marketing discipline is, if not in crisis, in need of an overhaul if it is to attract the sort of talent it needs in the years ahead, according to the CMO Growth Council – both industry bodies and brands have to tell a new story about ...
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.