Consumer insight is the most important thing for apparel brand Uniqlo as it seeks to maintain its growth in China, says local CMO Jalin Wu who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.
The CMO Growth Council, a group formed by the Association of National Advertisers (ANA) and Cannes Lions, is seeking to help marketing become what Marc Pritchard, Procter & Gamble’s chief brand officer, calls a "complete, integrated ...
Holly Rozelle, ESOMAR, Congress, 2018
Nature’s Way, a vitamins and supplements brand, transformed itself from not leveraging data at all to becoming dependent on data, insights and the Marketing Capabilities function, which has resulted in growth for its products in the US.
Marketers remain charged with driving growth but can also enhance their status inside companies by tapping the rising importance of data and insights, according to Kristin Lemkau, CMO at JPMorgan Chase, the financial-services provider.
Brian Carruthers, Event Reports, IPA EffWeek, October 2018
The relationship between finance and marketing departments is changing for the better, according to a senior industry figure; a mature, mutually understanding relationship between the two will be transformational for business.
Brands will be aware of the importance of great customer experience (CX), but how best to deliver it has eluded some, which is why a new report that recommends an enhanced role for CMOs to drive up CX standards could provide the answers.
Michael J. McDermott, ANA Magazine, B2B Marketer, October 2018
InsideView, a provider of business intelligence to sales and marketing teams, conducted a survey in the US that found a lack of alignment between sales and marketing is a growing problem, and is having a direct effect on top- and bottom-line performance.
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.
Nick Kendall, WARC Best Practice, October 2016
This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.
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.