Marketers band together for book to raise money for the NHS

Senior marketers from brands including Tesco, Uber, Adidas and Greggs have contributed to a new book that aims to raise money for NHS Charities Together amid the ongoing pandemic. The book, Excerpts From Experts, was the idea of publisher Fortune Hill, which wanted to...

Marketers blame CFOs for not getting marketing when it’s our fault

All too often the marketing industry wants to make the CFO the bête noire, but if they don’t understand the value of marketing that’s marketing’s fault, says Ritson. The struggle to get the rest of the C-suite to understand the value of marketing appears to be a...

Marketers are underestimating the signs of customer behaviour

Marketers are “underestimating” the significance of the signs that offer an insight into customer behaviour because they are failing to observe them. That’s the argument from branding expert and Passionbrand founder Helen Edwards, who urges marketers should rely less...

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...

Marketers challenged to remake their favourite ads for charity

Mark Ritson and David Wheldon are among the marketers who will recreate their favourite ads in a bid to raise funds for The Marketing Academy Foundation. Marketers are being challenged to recreate their favourite ads to raise money for The Marketing Academy...