After being promoted to chief customer officer, Becky Moffat explains the changes to HSBC’s “recalibrated” marketing function ...

While market share dominates thinking, driving category growth and defending profit margins are far lower down marketers’ ...

New Women’s Sport Trust data reveals 9.96 million consumers are more likely to purchase from women’s sport sponsors, up 2% ...

Trust in business data use also varies from industry to industry. Financial institutions (57%) and public institutions (49%) ...

Diageo has driven strong growth in its tequila portfolio in North America and is now seeking to take this success worldwide.

From ever-evolving data privacy regulations to a proliferation of digital platforms and devices, marketers face countless obstacles when accessing the consumer data they need to accurately target ...

By Molly Innes 25 Jun 20253:27 pm While most marketers would agree that measurement matters, just two-fifths (39.2%) are currently measuring whether their work is delivering business outcomes, ...

Measuring the effectiveness of marketing to inform future campaigns and justify investment is surely a no brainer for any marketing team. However, according to Marketing Week’s 2025 Language of ...

As brands debate the role for marketing effectiveness within their business, new data suggests many firms don’t have any resource in place to lead the effectiveness agenda to begin with. Less than two ...

Loyalty and CRM programmes can deliver value across both short and long-term metrics when integrated with broader brand communications, according to new data from creative agency VCCP and the Data and ...

Yves Briantais, Carlsberg The creative and media briefing process should start with a big brand idea, and then filter down into understanding the consumer journey and the job to be done with the ...

More than half of content-driven advertising revenue will come from user-generated platforms such as TikTok, YouTube and Instagram Reels in 2025, surpassing professionally produced content from ...