Awakening brands to the power of social media
Jon Gunn, social brand editor, Gutenberg Networks Increasingly over recent years, brands large and small have awoken to the reality that they need to engage with the emerging environment of social...
View ArticleWatch out for the top five “don’ts” in marketing metrics
Fergus Gloster, managing director EMEA, Marketo B2B marketers should share just two categories of metrics with senior management if they want the respect of the CEO and CFO: revenue metrics and...
View ArticleHow good is your promotions know how? Take our quiz to find out
Matt Butcher, director, PIMS-SCA I regularly sit down with marketers reviewing and advising on their promotions and more often than not, clients are surprised by our expectations of the likely results....
View ArticleKeep watch on the CPO
Peter Colman, senior director at Simon Kucher & partners The Chief Procurement Officer (CPO) is the person that all marketers should be watching. The role has become prevalent as larger companies...
View ArticleCome together
David Fincham, director, Charterhouse In marketing production, we often see inefficient procurement practices due to the lack of proximity between these two functions. While most companies have made...
View ArticleCMO resilience
Partner of the iOpener institute for People & Performance, Jessica Pryce-Jones The role of the Chief Marketing Officer (CMO) is changing apace. The recession has increased the pressure on marketers...
View ArticleWatch out for pitfalls of procurement
When marketing agencies apply for a project for a company or government department, take part in a tender or get to the stage of costing out a campaign, they run up against the biggest pitfall in every...
View ArticleThe brainstorm battlefield: do mad ideas still work?
Let’s look at idea generation from the Mad Men era to today. The brainstorming process is an integral part of agency life and to some it can feel like a daunting war zone. But when successfully...
View ArticleNow,next and beyond:how to make sense of change
New developments abound daily in the media and marketing landscape. We have already seen two iPhones; the roll-out of iOS7; confirmation of a Google algorithm update; the launch of a new video...
View ArticleHow everything (and nothing) has changed
My start in the industry came during the heyday of direct marketing: data was king and the data planner the key to unlocking the riches that the target consumer held. Stereotypically, a 28 to 35 year...
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