Article
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Christian Polman, WARC Exclusive, April 2021
Used effectively, a new ‘share of search’ metric will enhance C-suite credibility for CMOs, says Christian Polman, Managing Director UK, Looping Group.
Article
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Jann Schwarz, Research on WARC, April 2021
A conversation with McKinsey partner Michael Betz, one of the Institute’s Research Fellows that discusses the appropriate response to the coronavirus pandemic.
Article
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Research on WARC, April 2021
Examines how responding in uncertain times requires investing in trust alongside a clear brand purpose and strategy that supports all stakeholders.
Article
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Research on WARC, April 2021
Outlines the great variation in connection between marketing and finance in companies across the B2B sector.
Opinion
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Mike Colling, March 2021
What if you, as a CMO, were able to show not only how much revenue your marketing investment will deliver, but when? Mike Colling explains how you can.
Article
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Low Lai Chow, WARC Exclusive, March 2021
At Spikes Asia X Campaign, Wunderman Thompson's Justin Peyton outlines three trends for CMOs to note.
Article
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Stephen Whiteside, Event Reports, The Great Debates: Marketing Growth Frameworks, June 2020
Research by Peter Fader, professor of marketing at The Wharton School of the University of Pennsylvania, highlights the importance of customer lifetime value (CLV) to driving brand growth.
Opinion
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Jane Frost, CBE, February 2021
Growth is going to be hard won over the next few years and will require businesses to pay more than lip-service to "customer-centricity". Listen to your insights team, says Jane Frost, who also advises those same teams to start talking the language of business.
News
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01 February 2021
A new study by the social network based on a survey of more than 300 UK C-suite executives at large (+£250m turnover) organisations reveals that innovating revenue streams is a key priority as old ways of operating are forced to change by the pandemi
News
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25 January 2021
Almost three-quarters (73%) of chief marketing officers in North America, the UK, France and Germany intend to play it safe by relying on existing customers to fuel growth in 2021, according to a new survey from research firm Gartner.
News
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06 January 2021
The concepts of mental and physical availability are easily grasped but a lack of detailed marketing knowledge in the C-suite, and a lack of nuance in language, means that a third “availability” should be added to improve understanding.
Article
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Ryan Dinger, ANA, B2B Marketer, December 2020
The Gartner 2020 CMO Spend Survey found that 73% of the respondents expect the short-term negative impact of COVID-19 to be short-lived whereas the World Economic Forum survey of CEOS, found that 60% believe there will be a U-shaped recession.
Opinion
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Anna Hamill, December 2020
This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.
News
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04 December 2020
It’s more common for CEOs to come from the financial rather than the marketing department, but by adapting language, that leap can be simplified.
Article
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Brian Carruthers, Event Reports, Effworks, October 2020
This article discusses some of the miscommunications between marketers and the rest of the leadership and how to bridge them.
News
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30 November 2020
You learn more from mistakes than from successes - James Watt, CEO of the outspoken drinks brand, BrewDog, shares ten of his biggest in a LinkedIn post.
Article
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020
This article discusses the updated 2020 results from DVJ Insights’ growth study exploring why winners grow more than the average and why losers grow less.
Article
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WARC Exclusive, November 2020
Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
Article
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WARC Exclusive, November 2020
Part of WARC’s Marketer’s Toolkit 2021, this report illustrates how marketing leaders across different categories and markets are thinking about the volatile year ahead, based on interviews with 20 leading brand marketers.
Opinion
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Kathleen Saxton, November 2020
For years, many marketers have bemoaned their lack of influence – or indeed, presence – in the boardroom and certainly battled to be considered the future CEO. Thankfully, over the last decade, the enlightened CMO and their partner CEOs have proven their impact when it comes to embracing new and smarter ways to assimilate consumer insight and behaviour and creating more efficient and beautiful ways of reaching their audience, which in turn converts to revenue and loyalty.
Article
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WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
News
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17 November 2020
It’s no surprise that business priorities have changed since March, but marketers appear distant from financial decision making, according to recent research from the Financial Times.
Article
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Brian Carruthers, Event Reports, EffWeek Global 2020
The Financial Times updates a study that exposed a gap between the process of building brands and the C-suite’s understanding of that process.
News
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15 October 2020
The outspoken NYU professor Scott Galloway argues that the skills setting apart the CMO of the past from that of the future are clear to see.
Article
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Geoffrey Precourt, Event Reports, Advertising Week, October 2020
Raja Rajamannar, the chief marketing officer of payments company Mastercard, has outlined various requirements that the next generation of marketers will need to fulfil in order to thrive in their roles.
