By Mindi Chahal Marketing has had plenty of good news in recent months about its rise in influence within business, with a fifth of FTSE 100 CEOs now having a marketing or sales background. But while CEOs such as Tesco’s Dave Lewis and BT’s Gavin Patterson are lighting the way for the profession, perceptions need to be changed among other business functions. Marketers are still failing to communicate the strategic value of their role to other departments and senior leaders, according to two studies shown exclusively to Marketing Week. Marketers’ colleagues struggle to see the value of marketing beyond its creative output, so Read full story › Source: Marketing Week...
Read MoreBy Maeve Hosea The relationship between brands and their agencies is coming into sharp focus as budgets get leaner, technology evolves, channels fragment and consumer dominance rises. As brand owners strive to stay abreast of these changes and work out how best to engage consumers, marketers need agencies to be increasingly flexible and think across disciplines. As a result, “the role of agencies is changing”, says Anna Hill, CMO at The Walt Disney Company UK and Ireland. Previously, a brand would call on agencies according to their specific need, whether it be experiential, digital or social, but as everything is now so intrinsically linked Read full story › Source: Marketing Week...
Read MoreBy Lauren South Arriving at Starcom’s Farringdon office on Monday evening, there is a large welcome sign to SMG: WACL’s Speed Mentoring Gathering. I am there to be inspired by women who have achieved power and status in the industry and learn from their stories. I’ve been to women-only speed mentoring events before and even managed a couple but none as renowned as a WACL gathering. The venue is large and open plan with a bar, canapes and lots of brightly coloured seats set up to encourage mingling. Soon the wine is flowing and people are beginning to chat. Most people are dressed informally Read full story › Source: The Drum...
Read MoreBy Phil Rumbol There’s been a lot of discussion in the marketing press recently following Unilever’s announcement that it is going to adopt zero-based budgeting (ZBB). Marketing Week columnist Mark Ritson described most of this commentary as “total bollocks” and then went on to extol the virtues of ZBB theory as taught to MBA students. To paraphrase, “the marketing team do their research, construct their marketing plan and conclude it with a budget in which they ask for a certain amount of investment and promise a specific return for that investment.” So far so good. He then goes on to Read full story › Source: Marketing Week...
Read MoreBy Charlotte McEleny Ocado plans to sell the technology and systems it has built for its new state of the art warehouse to other industries, such as airports or mining. Speaking at Mobile World Congress, head of technology at Ocado’s R&D department 10x Stream, David Sharp, said that once it had launched the technology in its new warehouse, Ocado would sell its internet of things system to other industries that had a need for it. The business has built a system that allows 1000 robots to help pack grocery shopping. To enable it to happen in the smallest possible space, Ocado had to build a Read full story › Source: The Drum...
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