Marketers underestimate the role of creativity in effectiveness

New research from Kantar finds that marketers are overestimating the impact of factors such as brand versus performance and multimedia, and underestimating creativity and brand size when it comes to ad effectiveness. Marketers are underestimating the importance of...

Virgin Atlantic expands CMO role as Claire Cronin departs

Virgin Atlantic’s new top marketer will have digital, loyalty and customer journey as part of their remit, alongside marketing and communications. Virgin Atlantic is expanding the remit of its top marketer as CMO Claire Cronin departs after six years at the business....

McDonald’s cuts UK CMO role as Gareth Helm departs

The resignation of McDonald’s UK CMO has prompted a rejig of the marketing team as it looks to build business momentum with coronavirus lockdowns easing. McDonald’s UK CMO Gareth Helm is leaving the business, prompting a rejigging of the marketing team as it looks to...