Mar 23, 2021
Balancing the demands of short-term business objectives with a commitment to the long-term strategic vision is a challenge faced by marketers the world over. However, could the key to being reactive in the short term actually come from having a well-defined long-term...
Mar 23, 2021
Many marketers are prevented from implementing a long-term brand building strategy, or are forced to pull it too soon, as they can’t get buy-in from internal stakeholders. In order to get the CEO and CFO on board marketers have got to educate them in the principles of...
Mar 23, 2021
TUI has rapidly increased the rate at which it uses customer insight since the onset of the pandemic. While decisions might have taken months to filter through a year ago, changes are now implemented within a matter of days, according to CMO Katie McAlister. TUI, like...
Feb 17, 2021
“Value and values” are key to marketing in times of recession, according to Unilever’s chief digital and marketing officer Conny Braams, who says brands have got to “strike the right balance” between short-term fire fighting and long-term objectives when times are...
Dec 2, 2020
Markey takes on a new role as CMO at Boots following the departure of marketing director Helen Normoyle. Photo: Professional Images/@ProfImages TSB CMO Pete Markey is leaving to join Boots UK as the retailer looks to accelerate its digital transformation. Markey will...
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