Building a customer-obsessed culture

The scramble is now on to cater for the consumer's ever-changing demands. But an entire company culture obsessed with their customer has to start at the top

What happens when every brand has a purpose?

Time and time again we hear of the value of purpose-driven marketing, so how do brands differentiate themselves when having a purpose no longer sets you apart from the competition?

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’

What B2B brands can learn from conscious consumerism

Consumer-facing brands are reaping the benefits of brand loyalty and retention through their efforts to become responsible businesses, so is there an opportunity to be had in responsible marketing for business-to-business companies?

Should brands bring advertising in-house?

The last few years have seen swathes of companies in-house their advertising functions, but what is the impact on creativity when your employees are working on the same brand, year in year out?

Why things are looking good for advertising

‘Our industry – the keepers of brands and imagery, the content makers and human connectors – has an incredible opportunity to lead the way forward’