Marketing professors on why ‘employability is top of the agenda’
Michaela JeffersonIn the latest instalment of our State of Academia series, academics discuss the discrepancy between what universities teach and entry-level job descriptions demand.
Michaela Jefferson
‘No longer a differentiator’: What does brand purpose look like in 2025?
Michaela JeffersonShould brand purpose be reimagined as impact? Does a ‘post-purpose’ era lead to more ethical business? And the bigger question, are we really ‘post-purpose’ at all?
From new specialisms to chief growth officers: How are marketing teams evolving?
Michaela JeffersonAs marketing leaders rethink the skills their teams need to win in a rapidly evolving market, avoiding creating new silos and feelings of tribalism is key.
Nailing value perceptions and owning product: Top brand building lessons from M&S, Greggs and McDonald’s
Michaela JeffersonIn the second feature looking at universal brand building lessons shared by Marketing Week’s five Brand of the Year nominees, we explore customer centricity, value perceptions and product.
‘Break rules, honour traditions’: Universal brand building lessons from McDonald’s, Lucky Saint and Octopus Energy
Michaela JeffersonDespite being in different categories, at different stages of growth, there are a number of brand building lessons all can learn from.
Critical skill or distraction? B2B marketers on the need to understand AI
Michaela JeffersonHow long AI will be the most critical skill for B2B marketers remains to be seen, but staying on top of the tech and being curious could be the real route to success.
Data, financial literacy, AI: The skills that matter to B2B marketers in 2024
Michaela JeffersonData and analytics skills gaps might be worrying B2B marketers, but are they underestimating the importance of critical thinking, financial fluency and empathy?
Should marketers lead the sustainability agenda in business?
Michaela JeffersonThe first piece in Marketing Week’s new series – Setting the agenda: Marketing’s role in driving sustainability – we debate whether responsibility for sustainability should be part of the marketing remit.
Missing a trick? Why creative effectiveness is as important in B2B as B2C
Michaela JeffersonB2B marketing is hitting its creative stride, but when it comes to nailing the effectiveness agenda brands need to pick up the pace or risk being left behind.
‘Science has caught up with creative’: Exploring the state of creative effectiveness
Michaela JeffersonMarketers are ramping up their creative effectiveness capabilities, but do they still have room to grow when it comes to getting under the skin of creativity?
Pasta brand Barilla on why formalising marketing excellence drives growth
Michaela JeffersonAppointed in 2022 to lead the excellence agenda at pasta giant Barilla, Natalie Howell believes prioritising consistency and rigour helps brands scale.
‘We can always do better’: Innocent on starting its marketing excellence journey
Michaela JeffersonRealising its old ways of working were no longer fit for purpose, the smoothie maker appointed its first marketing excellence lead three years ago to drive consistency.