Make this the year you innovate
Helen EdwardsCompeting priorities will hold you back in this time of budget pressure and economic stagnation, so focus only on creating an offer that meets customer needs.
Competing priorities will hold you back in this time of budget pressure and economic stagnation, so focus only on creating an offer that meets customer needs.
Brands and agencies are already using GenAI and AI in myriad ways, from segmentation to creative testing, and from media planning to measurement.
There is real clarity in simplicity, but it takes hard work and awareness. Here are three simple approaches marketers can take to achieve that sometimes elusive goal.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Brand birthdays seem like a big deal to marketers, but consumers don’t care and any money spent celebrating them would be better spent elsewhere.
Marketers pay less attention to where ads are seen than their customers do, which is making them indifferent to unsuitable environments.
Executive coaching can give business leaders new understanding of their teams, empowering them while also encouraging them to challenge themselves.
America’s marketing influence is diminishing because of a failure to apply the concepts of effectiveness that have served marketers in other countries so well. All is not lost though, it’s time for the country’s marketers to come back and lead as they once did.
Brands love reported data that shows people care about sustainable consumption, but these spurious findings just hold back real behaviour change.
Ready for the era of synthetic data? The implications for strategy and execution could be significant if marketers are willing to look long term.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Brands’ internal language dehumanises customers and lacks respect, which risks causing costly errors as with NatWest’s treatment of Nigel Farage.
Marketers too readily accept and share the findings of behavioural ‘science’, when they should be demanding the sources and challenging the contexts.
Roe v Wade is not just a US issue, nor can brands assume it doesn’t affect them. Now is the time to stand up for your workers’ and consumers’ rights.
Brands should look first at how their business and people are impacted by social and geopolitical issues, and only speak publicly when their actions are already making a difference.
If brands really are serious about closing the gender pay gap forever, embracing full flexibility – not just hybrid working – would be a good place to start.
When it comes to hiring, skills are less important. Instead focus on mindset, character, attitude and a ‘batteries included’ mentality that means they are up for the challenge and able to get things done.
Marketers see startups as glamorous but are often made scapegoats for their failures. Here’s how to avoid that trap and set yourself up for success.
People imagine working for a startup will make them rich and free them from the shackles of corporate servitude, but the reality is very different. Here’s how to go in with your eyes wide open.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
The price of TV ads has risen much quicker than the price of other channels over the past few years, while viewing has also declined, meaning it could be time for brands to change the channel.
Running the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.
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