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Expert advice on how to build brand transparency

Brand transparency is no longer an option, but a marketing requirement. Seven marketing experts discuss their biggest challenges when it comes to improving brand transparency and consumer trust

Balancing data with creativity in marketing

Chief marketing officers understand the potential of data and analytics to transform customer understanding. But marketing still requires creative thinking to ensure consumers are targeted effectively with a message that cuts through the noise. Here are five examples

It’s time to reimagine the marketing funnel

The traditional marketing funnel is no longer the best tool for understanding B2B customers, and professionals now need more efficient models to activate content marketing campaigns

Why marketers must pursue creativity and excellence

‘We need to arm marketers with the tools to enable them to make the right decisions. It’s easy to be blinded by the many measurements of short-term growth and key performance indicators that surround us’

Three high-risk engagement strategies

Engagement initiatives too often try to encapsulate ever-changing trends that promise the earth, as companies boast about progressive ways of working for public relations purposes or “about us” pages. But what happens when the idea doesn’t quite live up to reality? Here are some revealing case studies

Why offer progressive leave policies?

Six months’ parental, even pawternity, leave and regular unpaid time off may sound like drastic ways of retaining employees, but businesses that have taken the risk are reaping the rewards

Goodbye to tokenism: the fight for gender equality

There has been some progress in addressing gender imbalance in the workplace, such as public diversity reports. But data only goes so far and must lead to corporate action if companies want to end tokenism for good

Favouritism at work: what leaders must watch out for

One of the biggest problems with favouritism in the workplace is that managers are often unaware it exists. So how do business leaders tread the fine line between meritocracy and prioritising their favoured employees?

Why you should hire from within

The possibility of promotion is a huge incentive for employees, but how do you become a company with an internal conveyor belt of talent?

Four ways Brexit has rattled CPOs

With Brexit headlines continuing to dominate the daily news, what have been the biggest lessons for procurement leaders on how to approach geopolitical risk?