Analysis of all the key sessions from the event, celebrating success, sharing best practice and offering actionable insight to help marketers thrive.
By focusing on long-term brand building over short-term ‘Bat-Signal’ marketing, UKTV has been able to grow the share of some of its key channels by a “very significant” amount.
Over the years marketers have “stopped being proud” of what they do and what they contribute, which needs to come to an end, according to marketing champions Cheryl Calverley and Helen Edwards who outline five ways marketers can make an impact.
While marketing may not always “fit on a spreadsheet”, former Hiscox brand boss Annabel Venner urges her peers in the B2B world to educate the wider business on why their ideas matter.
M&S Food marketing director Sharry Cramond joined forces with Unilever’s Lisa Hutchinson and the School of Marketing founder Ritchie Mehta to address the industry’s chronic lack of socio-economic diversity.
UKTV’s CMO admits the brand had got caught up in short-term “disposable marketing campaigns” at the expense of long-term brand building, which it remedied with the introduction of a three-point action plan focused on upskilling.
On a mission to tackle the lack of socio-economic diversity within marketing, M&S, Unilever and the School of Marketing discuss why championing apprenticeships could be the answer.
Channel 4 marketing director Amber Kirby and former CMO Dan Brooke reflect on the stories behind the broadcaster’s three ‘Superhumans’ Paralympics campaigns between 2012 and 2021, and the impact they have had.
Brands have a duty to educate their customers honestly and transparently on the changes needed to tackle the climate crisis, said Volvo’s consumer director.
The transgender model and activist believes brands can learn a lot from her experience with L’Oréal, warning their diversity and inclusion efforts will become “tokenistic and stale” if they aren’t “plugged into reality”.
Describing marketers as “scientists and sorcerers”, Eve’s Cheryl Calverley and Passionbrand founder Helen Edwards outline the five ways marketers can transform business and culture.
In the last two years, the digital ecosystem has changed drastically, as has the way customers engage and interact with digital platforms. Yet currently too few companies are managing to keep up and reflect this ‘new normal’. So, what’s the solution?
At the Festival of Marketing, Vodafone and Tealium talked through the personalisation promise being delivered by customer data platforms.
If marketers want to create digital campaigns that resonate with the right consumers, then context – be it ad placement, targeting or creative – is crucial.
Customer research can help brands find new narratives that drive engagement, leads and sales, as delegates heard at the Festival of Marketing.
Customer-centricity is about much more than customer analysis. At the DX Summit, senior marketers across energy, sport, media and automotive pointed to the values that keep customers – and employees – engaged.
Marketers can secure their business’s buy-in if their marketing strategy delivers commercial outcomes, by building strong brands that meaningfully resonate with consumers.
As pandemic panic left supermarket shelves empty and delivery slots full, a new generation of grocery services began to emerge. What opportunities could these rapid grocery delivery services hold for brands?
Sharing data can have real benefits for the consumer as well as the business, so communicating this value exchange is key, says Currys’ head of CRM.
Former Hiscox marketing boss Annabel Venner urges B2B marketers who want to sell creativity into the business to start by counting the small wins and building a sense of confidence.
The relaunch of BBC Three’s on-air channel is the “final hook” to pulling in “opportunity” viewers, says channel controller Fiona Campbell.
Head of marketing Nicola Matthews says Tony’s stance on advertising is that you shouldn’t have to pay to tell a good story. But, as the brand scales, that’s about to change.
CMO Cristina Diezhandino says the business will lean on its brands’ “phenomenal” connection with consumers to weather the storm of inflation this year.
A combination of complex consumers, zero-based budgeting and stretched teams is making the role of consumer and marketing insights more challenging, says Reckitt’s George Papadopoulos.
Communicating goals to everyone across the business is vital to ensuring a great customer experience across all touchpoints, say senior marketers from Octopus Energy and the FT.
For a repositioning to succeed, it’s crucial to take the project “out of the marketing bubble” and engage the wider business, says Boots CMO Pete Markey.
The model and trans rights activist who was fired and rehired by L’Oréal will be talking about why diversity should matter to brands at the event, which takes place on 23 to 25 March.
The agenda for the Festival of Marketing: Transform is now live, with more than 80 speakers from brands including M&S, Unilever, Starling Bank and Channel 4 taking part.
Tony’s Chocolonely describes its product as its “biggest marketing tool”, but having now established its brand it is now looking to scale, with plans to start investing in paid media soon.