Editor’s picks: The must-see sessions at this year’s Festival of Marketing
Russell ParsonsMarketing Week’s editor-in-chief Russell Parsons selects his not-to-be-missed sessions at this year’s Festival of Marketing.
Russell Parsons
Perception issues and boosting budgets: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From why perceptions can’t replace real data to what drives marketing budgets, it’s been a busy week. Here is my take.
Profitable growth and pricing power: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From marketers looking to assert their authority over profitable growth to the benefits of pricing power, it’s been a busy week. Here is my take.
The ‘more with less’ myth and fuelling brand growth: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Bupa’s marketing team restructure to On the Beach’s CMO declaring ‘more with less’ is just less, it’s been a busy week. Here is my take.
Marketing as an engine for growth and career development issues: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the CMO of Carlsberg’s assertion that marketing is a growth driver, not a cost centre, to the impact not having influence over all 4Ps is having on career progression, it’s been a busy week. Here is my take.
Creative effectiveness and optimisation: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the struggle marketers face in measuring the impact of creative to the lessons we can learn from 25 years of Bellwether data, it’s been a busy week. Here is my take.
Customer understanding and age stereotypes: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Kraft Heinz’s Todd Kaplan underlining the importance of knowing your customer to older people being negatively stereotyped in ads, it’s been a busy week. Here is my take.
AO moves marketing money into DM at expense of TV
Russell ParsonsThe electronics retailer invested in direct marketing channels in its last financial year and moved away from TV spend, as it drove up new and repeat custom.
Short-termism and influencer first: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the growing reliance on short term tactics to the shift in ad spend to content creators, it’s been a busy week. Here is my take.
Agency remuneration and marketing degrees: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the challenge of navigating client-agency relationships to the need for CMO input in marketing degrees, it’s been a busy week. Here is my take.
The 4P problem and the impact of CMO turnover: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From revealing marketers’ lack of influence over three of the 4Ps to the impact CMO turnover has on brand equity, it’s been a busy week. Here is my take.
Brand on the balance sheet and Nike’s demise: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From discussions around reclassifying brand as a tangible asset to Nike’s brand value dropping by $20bn, it’s been a busy week. Here is my take.