LinkedIn appoints first chief brand officer
Charlotte RogersHeading up brand and consumer marketing, Heather Freeland joins LinkedIn from her role as chief brand officer at Adobe.
Charlotte Rogers
John Lewis inks Topshop partnership
Charlotte RogersThe retailer has also unveiled a multi-media campaign celebrating 100 years of its ‘Never Knowingly Undersold’ price promise.
Kraft Heinz split: Marketing is our number one priority
Charlotte RogersAs the FMCG giant splits a decade after its $23bn mega-merger, the business is planning to add marketing headcount to deliver a “better top line”.
Is a focus on effectiveness delivering bigger marketing budgets?
Charlotte RogersAlmost a third of marketers say their budget rose by 0% to 10% over the past two years after ramping up their focus on effectiveness.
Just two-fifths of marketers ‘can quantify’ link between brand and price elasticity
Charlotte RogersWhile most marketers agree brand strength drives price power, just over half say their firm can command higher prices than rivals.
John Lewis appoints digital boss amid wider brand push
Charlotte RogersFormer marketer Dom McBrien has been appointed chief digital and omnichannel officer in the same week the retailer adds 100 new brands to its roster.
Why I Love: Post Office’s David Enwright on the joy of customer feedback
Charlotte RogersA “relentless focus” on the customer supercharges commercial success, meaning feedback is always a good thing, says marketing director David Enwright.
65% of marketers say focus on creative quality up on last year
Charlotte RogersB2C brands are more than twice as likely as B2B firms to have analysis in place to measure creative quality, new data reveals.
Could the ‘vocabulary of brand’ be making measurement harder?
Charlotte RogersIs the debate around short versus long so “polarised” marketers don’t feel like they can meet the “impossible standard” needed to measure brand impact?
‘Own it’: Henkel’s Nikki Vadera on why working mums are a ‘competitive advantage’
Charlotte RogersHaving parents on your team is a boon for any business, says Vadera, who urges working mums to be “unapologetically” themselves.
UK government issued ‘supersized’ ethnicity pay gap bill
Charlotte RogersThe UK’s ethnicity pay gap is a “moral and economic failure”, says People Like Us, as new campaign highlights £3.2bn lost in earnings each year.
Meet the dads challenging the ‘career threat’ of parental leave
Charlotte RogersAs the government mulls extending statutory paternity leave, dads who have taken enhanced leave acknowledge “emotional blockers” still need to be addressed.
Only tenth of marketers ‘very successful’ at demonstrating brand impact
Charlotte RogersTwo-fifths of the Language of Effectiveness sample claim they are only ‘average’ at quantifying the business contribution of brand marketing.
‘Not fit for purpose’: Exploring the barriers and benefits of extending paternity leave
Charlotte RogersAs the UK’s paternity provision is branded “one of the worst” in the developed world, what can be done to empower dads in marketing to take longer leave?
Over half of marketers ‘using AI’ for campaign creative
Charlotte RogersWhile some brands debate the role for AI in their marketing plans, others are embracing the possibilities to optimise effectiveness.
‘Be loud’: Why are marketing mums being locked out of progression?
Charlotte RogersThe seeming incompatibility between seniority and flexibility means mothers are being forced out of careers they’ve spent decades building.