Marketing Week

Sarah Ellis left a 15-year career in marketing at the start of this year to run her career consultancy Amazing If full time. Here, she speaks about that decision and offers some advice for others that may be facing difficult career moments due to coronavirus. Hosted on Acast. See acast.com/privacy for more information.

In this month's edition of the Marketing Week Explores podcast, hosted by reporter Molly Fleming, features writer Matt Barker discuss how marketers are responding to coronavirus both within and outside their business. Hosted on Acast. See acast.com/privacy for more information.

In this latest edition of the Marketing Week Explores podcast, acting features editor Charlotte Rogers catches up with MoneySuperMarket marketing director Lloyd Page and Annie Gallimore, managing director of Engine Creative, to discuss how they joined forces to develop new creative at the onset of the Covid-19 lockdown.Realising that MoneySuperMarket's 'Get Money Calm' positioning is needed more than ever during the pandemic, which for many is turning into a financial crisis, Page worked with the team at Engine to evolve the creative with a message - and tone - befitting the current situation.Gallimore and Page also discuss how their teams collaborated at speed and worked remotely to turn around the campaign in a matter of weeks, and explain what they have learnt from the process that they will take forward once the crisis is over. Hosted on Acast. See acast.com/privacy for more information.

The first episode of our new podcast series, 'Inside B2B' sponsored by The Marketing Practice, investigates how B2B marketers are reacting to the sudden and severe changes brought upon their markets by the coronavirus crisis. In this episode, the panel - featuring ServiceNow's vice-president of marketing for EMEA Rhiannon Prothero, OpenJaw Technologies CMO Colin Lewis and The Marketing Practice CMO and CDO David van Schaick - debate:•How B2B brands have had to adapt immediately to 'forced digital transformation'•Why getting paid is as important to B2B marketers as creating demand•How B2B brands can treat their customers as a community, and offer added value to help them through tough times•Why not all B2B brands are reverting to 'survival mode'•Whether new perspectives created by the crisis will lead to fundamental changes in the view of B2B success and a brand's 'footprint of good'. Hosted on Acast. See acast.com/privacy for more information.

In this month's edition of the Marketing Week Explores podcast, hosted by reporter Molly Fleming, acting features editor Charlotte Rogers and features writer Matt Barker discuss how B2B marketers are winning the battle for hearts and minds. They are joined by vice-president of marketing at B2B fintech brand Tide, George Schmidt, who shares his thoughts on the importance of emotion in business marketing and why the boundaries between B2B and B2C are blurring. Plus, Matt Barker gets the inside story on the launch of M&S’s iconic ‘This is not just food’ campaign from 2006 with former director of marketing communications, Jude Bridge. Hosted on Acast. See acast.com/privacy for more information.

Linda Boff is one of the best known marketers in the world. As GE’s chief marketing and communications officer, she oversees marketing, corporate communications, brand, content, digital, and sponsorships at one of the biggest and best known companies in the world. Following stints in senior positions at Porter Novelli, the American Museum of Natural History, Citigroup and NBC she joined GE in 2004 as leader of employer marketing before taking up her current role in 2015. In this wide-ranging interview she discusses : •How she balances her numerous responsibilities •What B2C marketers can learn from B2B •Why her B2B marketing job is “sexy as hell” •The importance of digital and avoiding “shiny new things”•The importance of curiosity in career decisions Hosted on Acast. See acast.com/privacy for more information.

In this month's edition of the Marketing Week Explores podcast, hosted by reporter Molly Fleming, acting features editor Charlotte Rogers and features writer Matt Barker discuss why now is the time to change the conversation around confidence in marketing.They are joined by CEO and founder of online mortgage broker Habito, Daniel Hegarty, and the startup's CMO Abba Newbery. Reflecting on recent research from Deloitte analysing the relationship between CMOs and the rest of the C-suite, Hegarty and Newbery discuss how they do things differently at Habito and why marketers need to kickstart their confidence. Hosted on Acast. See acast.com/privacy for more information.

Aline Santos Farhat is one of the most famous marketers in the world. Spending almost her entire career at Unilever, she has risen through the ranks to become executive vice-president for global marketing, overseeing marketing capability and corporate brand. She is also the company’s chief diversity and inclusion officer, a platform she has used to attempt to rid advertising of gender stereotyping. In this frank interview, she discusses:•What an early entrepreneurial endeavour taught her about work-life balance •How to cope with the increasing demand for specialist knowledge•Why face-to-face contact is key to customer insight •Why diversity is the “mother of creativity” Hosted on Acast. See acast.com/privacy for more information.

In this edition of Marketing Week Explores, hosted by reporter Molly Fleming, Marketing Week editor Russell Parsons and acting features editor Charlotte Rogers reflect on the lack of diversity in marketing exposed by the 2020 Career and Salary Survey and discuss what change is needed to redress the balance.They are joined by global director of corporate reputation and brand governance at Aviva, Raj Kumar, and former Guardian News and Media marketing director, Sonia Sudhakar, who talk openly about inclusion, the responsibility of being a role model and what can be done to welcome more young people from diverse backgrounds into marketing. Hosted on Acast. See acast.com/privacy for more information.

Gareth Helm is one of the UK’s most experienced and respected marketers. After ditching a career as a chemist, he started his marketing journey at Unilever before going on to hold senior positions at some of the UK’s best known brands including Innocent and Moneysupermarket. He now has one of the biggest jobs in UK marketing – CMO of McDonald’s. In this wide-ranging interview Helm discusses: •His passion for marketing, and understanding customers •Why making money from the present and not the future is a road to nowhere•The importance of continuous learning •The virtues of horizontal career moves •Why getting stakeholder engagement is key to influence and impact Hosted on Acast. See acast.com/privacy for more information.

Liv Little is the founder and CEO of galdem a magazine for women and nonbinary people of colour. While at university she found herself isolated as one of the few people of colour and so decided to create a space of her own. Galdem was born in 2015 and has since collaborated with huge brands including The Guardian, Asos and the Victoria and Albert Museum. In this wide-ranging interview, Little discusses:- How she copes with imposter syndrome- The importance of intergenerational friendships- What white people and brands need to do more of, and much more. Hosted on Acast. See acast.com/privacy for more information.

In this edition of Marketing Week Explores, acting features editor Charlotte Rogers, features writer Matt Barker and news editor Sarah Vizard join host Molly Fleming to discuss their favourite campaigns of the year and what made them such a success.Plus, the team take a look at what they will be expecting from 2020 including more grass-roots sport's advertising and how next year will be the year we see real change for social media.Join Sarah, Charlotte, Matt and Molly for this and more on the latest edition of Marketing Week Explores. Hosted on Acast. See acast.com/privacy for more information.

In this edition of Marketing Week Explores, hosted by reporter Molly Fleming, acting features editor Charlotte Rogers and senior reporter Ellen Hammett discuss the reputational damage for Unilever after its brand Dollar Shave Club was found to be advertising on pornography site Pornhub. Admitting the direct-to-consumer brand, which Unilever bought in 2016 for $1bn, had previously enjoyed "operational independence", Unilever has now vowed to stop its brands running adverts on porn sites.Plus, is NPS a true measure of customer sentiment? Charlotte Rogers discusses the pros and cons of using Net Promoter Score as a gauge of customer satisfaction and asks its founder Fred Reichheld why using NPS as a bonus metric is "asking for trouble". Hosted on Acast. See acast.com/privacy for more information.

Sport England's 'This Girl Can' campaign, which celebrated the reality of exercise for most women – all cellulite, sweat and jiggling flesh - was an instant success, both in getting women more active and reducing the fear of judgement that had stopped many exercising.According to the IPA, the estimated return on marketing investment was £35 for every £1 spent, based on incremental sports and health benefits generated.However, its conception and development were challenging, with the objectives of long-term behaviour and attitude change requiring sign-off of a much larger budget for Sport England, at a time when the Government had put the breaks on public marcoms spending.To tell the story, Marketing Week editor Russell Parsons talks to Tanya Joseph, Sport England’s former director of business partnerships and one of the key architects of the campaign. Hosted on Acast. See acast.com/privacy for more information.

Mark Read has been in the hot seat at WPP for just over a year. Taking over from Sir Martin Sorrell in September 2018, he is tasked with building brand WPP to serve the needs of clients in the face of profit pressure, more demanding clients and increased competition. In this wide-ranging interview, Read discusses: •The challenge of taking over from the UK’s most famous ad man •Rebuilding WPP’s brand architecture •The need to remove digital siloes •Taking on the consultants •How and why marketers need to change •The pressure from in housing Hosted on Acast. See acast.com/privacy for more information.

We continue our podcast series by looking into Britvic’s successful 2017 revitalisation of its flagship Robinson’s brand, which won the grand prix at the Marketing Week Masters awards 2019.Robinsons was struggling in a declining flavoured concentrate category. Its bold objective was to bring back lapsed shoppers and drive growth into the category once more, through of mix of cutting underperforming lines, introducing two new premium sub-brands and repositioning around a new purpose: 'Experts in simple goodness'.The activity was a success, driving trading up, and leading to higher value and margin for Britvic. To tell the story, Marketing Week editor Russell Parsons is joined by Britvic CMO Matt Barwell and Saatchi & Saatchi’s UK CEO Magnus Djaba in a live recording at the Festival of Marketing. Hosted on Acast. See acast.com/privacy for more information.

In this edition of Marketing Week Explores, which is hosted by reporter Molly Fleming, senior writer Charlotte Rogers explores the benefits and pitfalls of working abroad. Including a deep-dive into the drastically different market of Japan. Senior reporter Ellen Hammett then joins the discussion, as the team explores the legacy of Tesco CEO Dave Lewis and what the future holds for the supermarket without its celebrated leader. Hosted on Acast. See acast.com/privacy for more information.

We continue our new podcast series by looking into the British Army's controversial recruitment campaign, 'This is Belonging'. Launched in 2017, the campaign, which showed the camaraderie of army life, had a simple objective – widen the recruitment pool by moving the message away from guns and tanks to images of more human experiences.Even if it drew scepticism from the media for its emotional tone, it was an instant success, propelling applications to record levels and winning a number of awards, notably gold at the IPA effectiveness awards in 2018. It was followed in 2018 and 2019 with campaigns aimed at attracting recruits from all walks of life – people of all faiths, 'snowflakes' and 'selfie addicts', to quote the latest advertising copy.To tell the story, Marketing Week editor Russell Parsons is joined by Nick Terry, chief marketing officer at Recruiting Group, part of Capita and the firm responsible for British Army recruitment; Rhonwen Lally, senior planner at Karmarama; and Rob Fullerton Batten, asso

Professor Philip Kotler is a writer, author, academic and one of the most influential people in modern marketing.The so-called “father of modern marketing” helped create the template for marketing today. His 1967 text book Marketing Management introduced much needed rigour to the discipline. He also helped popularise the 4Ps of marketing, while his definition of the core purpose of marketing is used as much in 2019 as ever.In this wide-ranging interview, Kotler discusses:- Brand purpose and the key to differentiation - The biggest influence on his career- Why he didn’t become a CMO- The problem with capitalism- The limitations of mass marketing Hosted on Acast. See acast.com/privacy for more information.

In the first of a new series of podcasts on definitive and effective marketing campaigns of the past decade, Marketing Week editor Russell Parsons digs into story behind Direct Line's 'Fixer' campaign.The long-running activity, which features actor Harvey Keitel playing his Winston Wolfe character from Pulp Fiction, cemented the brand's positioning as the fixer of the customer's problems. It has enabled Direct Line to secure profitable growth by going direct to consumers in a market dominated by price comparison sites.Listen as Direct Line Group's managing director of marketing and digital, Mark Evans, and Saatchi & Saatchi London's chief strategy officer, Richard Huntington, tell the story behind the idea, the challenges they overcame, the decision-making process and the campaign's impact on the market. Hosted on Acast. See acast.com/privacy for more information.