Multicultural representation is still falling short in marketing departments, according to a study from the Association of National Advertisers (ANA) and its Alliance for Inclusive and Multicultural Marketing (AIMM) unit.
There is a growing disconnect across the C-suite about what other professionals consider the role of the chief marketing officer to be, according to a new survey that even finds differences of opinion between CMOs and their own marketing teams.
A CMO focus on customer value, extreme bifurcation of customer experience (CX) and a surge in privacy class-action lawsuits are what marketers have to look forward to in 2020, according to Forrester’s Predictions 2020 report.
Amy Rodgers & Dr. Emma Slade, October 2019
Marketing technology has become a growing necessity for brands in recent years as digital technologies have boomed and the need to automate and optimise processes for competitive advantage have increased – here experts discuss how to get that investment over the line.
QSR titan KFC has created impressive work across much of the world’s most populous continent, carving out a significant position in the market; at Spikes Asia, Annabel Fribence, CMO of KFC Asia Central described the process.
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.
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.