Sales & Marketing news

• P&G’s Marc Pritchard on protecting brands against the threat of ‘mass disruption’

  19-06-2018 16:56
  “Mass disruption” is the biggest challenge facing the marketing industry today, according to Procter & Gamble’s chief brand officer Marc Pritchard.
  From ongoing digital transparency issues and the rise of ad blockers to the emergence of direct-to-consumer startups taking on big brands, the marketing landscape is changing considerably so brands must “completely reinvent” in order survive.
  “[Marketing] is being disrupted and it’s being disrupted i
  
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• ‘Quantum marketing’ is the industry’s next skills challenge

  19-06-2018 16:37
  Most of the marketing tasks that once took highly-skilled teams weeks to accomplish can now be actioned in minutes by an individual with a smartphone. Even the most complex programmatic campaigns are triggered, delivered and dynamically optimised in milliseconds. But speed isn’t everything.
  According to the latest IDM research on skills and personal development, the drive for increased productivity and efficiency is constrained by the fact that 49% of marketers have not received training i
  
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• Mars CMO tasked with ‘driving growth’ in new role as president of confectionery business

  19-06-2018 14:56
  Mar’s chief marketing and customer officer, Andrew Clarke, has been promoted to global president of Mars Wrigley Confectionery.
  Clarke, who has been with the company for 18 years and CMO since 2015, will take on the new role in September.
  Mars CEO Grant F Reid says Clarke’s “track record for driving ambitious change while delivering results is the fuel our business needs to thrive in an ever-changing consumer and retail landscape”.
  He adds: “Andrew brings great glob
  
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• If you don’t play games, its game over

  19-06-2018 14:28 via warc.com
  But to succeed in gaming requires a unique approach.At the heart of it is overcoming the challenge of getting clients to take gamers and games seriously. Gaming appeals to the very nature of what make us human – our desire for...
  
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• News UK looks to convince brands to advertise around hard news

  19-06-2018 13:50
  News UK is making a move to convince brands they should advertise around hard news and difficult stories, with new research showing consumers are more likely to engage with ads that appear in content that emotionally engages them – either in a positive or negative way.
  The study, undertaken by Paul Dolan, professor of behavioural sciences at the London School of Economics, involved 600 readers of The Sun and The Times, who were exposed to content designed to elicit specific emotions alongs
  
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• All the latest from Cannes Lions 2018

  19-06-2018 12:23
  The post All the latest from Cannes Lions 2018 appeared first on Marketing Week.
  
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• Marketoonist on the personalisation gap

  19-06-2018 11:52
  Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
  See more of the Marketoonist here
  The post Marketoonist on the personalisation gap appeared first on Marketing Week.
  
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• Unilever’s Keith Weed on why FMCG is like a ‘heat-seeking missile’

  19-06-2018 11:48
  FMCG has been considered the classic training ground for brand building for decades and despite competition from newer, perhaps more fast-paced industries such as tech, Unilever‘s chief marketing and communications officer Keith Weed argues it is still a great sector for marketers to kick-start their careers.
  In order to keep up with the pace of change and meet people’s needs, he says the consumer goods sector must continually push for greater dynamism from its marketing teams, makin
  
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• Why marketers want to leave their job and what will make them stay

  19-06-2018 08:00
  The marketing landscape may have changed significantly during the 20 years Marketing Week has published its annual Career and Salary Survey but how much has working in the industry?
  The gender pay gap persists, tenures are still short, and money is still on everyone’s mind. Yet there is flux too: different sectors have risen to the fore and are chasing the talent with higher salaries. Meanwhile, both employees and employers are thinking more carefully about how work balances with life.
  Ten
  
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• Why marketers change job so often and what will make them stay

  19-06-2018 08:00
  The marketing landscape may have changed significantly during the 20 years Marketing Week has published its annual Career and Salary Survey but how much has working in the industry?
  The gender pay gap persists, tenures are still short, and money is still on everyone’s mind. Yet there is flux too: different sectors have risen to the fore and are chasing the talent with higher salaries. Meanwhile, both employees and employers are thinking more carefully about how work balances with life.
  Ten
  
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• The best paid sectors and the persistent pay gap: What 20 years of Salary Survey data reveals

  19-06-2018 08:00
  Those working in marketing over the past two decades will have witnessed a huge number of changes, from the rise of technology and digital disruption to changing consumer attitudes. But when it comes to the best paid sectors, key categories such as FMCG and financial services have consistently offered higher salaries than others, according to 20 years worth of data from Marketing Week’s Career and Salary Survey.
  Looking at the three best paid sectors over the past two decades, financi
  
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• What skills does the next-gen CMO need?

  19-06-2018 02:00 via warc.com
  NEW YORK: Marketers must expand their remit beyond building brands and serving as “experience orchestrators” as they seek to find new ways to drive business growth, according to a study.A survey by the CMO Council, the executive...
  
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• Why context has to be taken seriously

  19-06-2018 01:13 via warc.com
  GLOBAL:Advertisers and publishers focused on digital reach and audiences are paying a potentially expensive price by neglecting context and the attention and sales conversions that it can bring, an industry figure has argued.Writing in the...
  
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• What skills does the next-gen the CMO need?

  19-06-2018 01:13 via warc.com
  NEW YORK: Marketers must expand their remit beyond building brands and serving as “experience orchestrators” as they seek to find new ways to drive business growth, according to a study.A survey by the CMO Council, the executive...
  
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• 'Disruptive creativity' builds brand value

  19-06-2018 01:13 via warc.com
  CANNES: A combination of creativity, disruption and great advertising can grow brand value at far faster rates than any of these factors can do in isolation, according to a new analysis by Kantar Millward Brown.The research company looked at...
  
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• Digital drives global ad growth

  19-06-2018 01:13 via warc.com
  GLOBAL:Global advertising demand remains strong with media owners’ net advertising revenues projected to grow by +6.4% in 2018 to reach $551bn, according to latest figures from MAGNA Global.This marked a significant re-evaluation of the...
  
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• Coca-Cola takes the 'integrated' approach in Japan

  19-06-2018 01:13 via warc.com
  TOKYO: Coca-Cola has applied its Integrated Marketing Communication (IMC) philosophy to product marketing in Japan, which is Coca-Cola’s most profitable market internationally, according to a senior marketer at the company.The...
  
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• China's KOLs boast reach as Weed warns on buying followers

  19-06-2018 01:13 via warc.com
  BEIJING: Sportswear brands Nike and adidas lead the way when it comes to achieving reach in China through key opinion leaders (KOLs), according to a new study which comes as Unilever’s Keith Weed has warned that unethical influencer practices...
  
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