Diego Scotti, EVP/CMO at US telecoms giant Verizon, speaks to Anna Hamill, WARC’s Senior Editor – Brands, about the guiding light of brand values, the need for marketing agility, and the importance of continued investment in advertising.
A new report from the Institute for Practitioners in Advertising establishes a framework for B2B marketers to build trust with the finance division of their organisations for more effective marketing and greater influence.
More than three months after lockdown sparked a rush to work from home, a trickle of people are returning to offices, and businesses are having to again consider their working practices; at Mars it’s all about ground-up transformation.
Brands need to make sure they “walk the walk” on diversity and inclusion rather than moving straight to making ads, according to Fernando Machado, global chief marketing officer of quick-service chain Burger King.
The CMO Growth Council’s Leadership Coalition on COVID-19 has released a new report, “Turning leadership into action during the pandemic,” which offers advice and insights from some of the world’s leading marketers. Contributors to the study ...
Frozen food brand Birds Eye is working on a “comeback plan” for more normal times, including reviewing the brand’s messaging and media mix through the lens of how consumers are reacting to more challenging economic circumstances.
WARC, CMO Growth Council, ANA and Cannes Lions, WARC Exclusive, May 2020
This report from the CMO Growth Council offers guidance on how marketers can manage the repercussions of the COVID-19 pandemic, and includes advice culled from virtual roundtables and one-on-one interviews with CMOs from Bank of America, Mastercard, CVS Health, General Motors, GSK, PepsiCo and Facebook.
Looks at how best-in-class customer experience requires an ongoing systematic approach that continually improves the areas that matter most to customers, in an increasingly efficient way for the business.
The CMO Growth Council – a body featuring some of the industry’s top talent from around the world – has published a new report offering guidance for marketers as they respond to the evolving COVID-19 pandemic.
The novel coronavirus outbreak is causing one of the most widespread behaviour shifts in recent times – Illuminera Institute’s Ashok Sethi highlights what marketers can draw from behavioural science theories and how it can be applied to marketing strategies as new behaviours unlock new triggers.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
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