Jamie Credland

This is an intriguing feature by Sophie Ozoux for Fast Company examining the Chief Marketing Officer role and how the position is undergoing significant changes across the landscape of business, with tenures becoming shorter and some companies questioning the necessity of the position altogether. Many of us have read news over the years of major brands like Starbucks, Johnson & Johnson, and AB InBev rethinking their approach to the CMO role. While consumers might not immediately see the importance of CMOs, their role in driving a company's social impact is crucial. These leaders are often pivotal in implementing sustainability, diversity, and equity initiatives, which in turn reflect a company’s relationship with society. The article provides great examples: Marc S. Pritchard at Procter & Gamble, Jackie Jantos and Josh Penny at Hinge, and Chris Brandt at Chipotle Mexican Grill have all spearheaded campaigns to demonstrate a commitment to making the world a better place. Younger generations have demonstrated that they prefer brands that mirror these values. When businesses undermine the role of the CMO, they lose a crucial voice in effectively communicating these values to their customers. Historically, CMOs have been extremely important in long-term growth and cultural impact initiatives, and the article highlights Google’s Travel Impact Model and Uber’s efforts to aid victims of the crisis in Ukraine. Campaigns by Unilever and Intuit Mailchimp have also shown how marketing can drive social change. The Brownestone Group discusses the power of marketing daily in conversations with our network—and how important the function is for brand building, innovation, and customer service. The insights Chief Marketing Officers can provide on customer data and trends are vital for driving business success. We’re happy to share this thought piece from Fast Company reinforcing how this role remains critical for ensuring long-term, purpose-driven progress within companies. #brandbuilding #business #chiefmarketingofficer #marketing #leadership #socialimpact

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Demand generation in #B2Bmarketing is about sparking curiosity and fuelling interest with a dynamic strategy that resonates with precision and purpose. In this short clip, BDB Consultant Francesca MacKenzie gives her top tips for a successful #demandgeneration strategy.

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Proud to announce the first validated score via the ZeroBees Business Impact Tracker. Congrats Diversity Media Sales! DMS performed 26% above media SME benchmark, with strong results in employee and community areas, in line with their mission-led approach. The Business Impact Tracker is a tool designed to support media SMEs (publishers, channel owners, suppliers) to understand where they are in terms of sustainability (across environment, employees, community & suppliers, and governance) and set in motion a plan to systematically improve this - building capacity and knowledge as well as enabling disclosure of where they are on their sustainability journey. Thanks in particular to Legacy Media (Andy Power) for partnering with us on this to enable disclosure though Legacy's brilliant platforms. If you're a media SME interested in understanding and improving your ESG performance - to win investors, clients and more agency traction - get in touch and get your sustainability strategy moving today! #sustainability #media #esg #businessimpacttracker #bit #innovation #goodmedia

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Search behaviour is transforming off the back of #genai and #digital maturity & Google is both threatened and working hard to transform its platform and #advertising services as a result of it. The flywheel effect of #ai on advertisers was in full display at the recent Google Marketing Live event in Syd this week and given there were 700 people in the room, interest is right up there. Yet #ai take-up is rightly being tempered by policy and concerns over #ethical, on brand usage in businesses that can stand up to Australia's tightening privacy laws as well as hearty consumer scepticism around transparency of how data is being used. Meanwhile, it was the very real, right now challenges of consumers finding a new rhythm of digital and in-person in retail, fitness shared by Officeworks & Les Mills International that I suspect will resonate most with marketers from our wrapup piece: https://lnkd.in/gAd96WGT

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Intrigued by what makes marketers tick? The latest issue of Catalyst from CIM | The Chartered Institute of Marketing explores this topic, featuring an interview with Henkel's Nikki Vadera and her refreshing perspective. *Editor's Letter: Finding Joy at Work. Morag Cuddeford-Jones, Editor of Catalyst, reflects on the importance of finding fulfillment in your career. She highlights the Easter break as a time to reflect on what brings you professional happiness, and uses herself as an example of someone who genuinely enjoys going to work. *Does Sex Still Sell? Catalyst questions the effectiveness of using sexuality in marketing campaigns. The article explores whether this tactic is still relevant in today's marketing landscape and examines alternative approaches. *Data Mavens and the Unsung Heroes of Marketing. The profile of Nikki Vadera sheds light on the lesser-known yet crucial role of data analysis in marketing success. Vadera discusses her passion for data and how it fuels her marketing strategies. Catalyst Magazine: A Rich Source of Marketing Insights. This issue promises a variety of thought-provoking articles beyond those highlighted here. The magazine encourages readers to share their thoughts and engage in discussions;   Comment below marketers what motivates you in your role!

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Is business development currently your biggest headache? Certainly, two recent surveys suggest this is the case for Agency Leaders. According to a report in PRmoment, research from The Pulse Business Ltd states that 63% of PR & Comms Agency CEOs are grappling with new ways to grow their businesses. And the recent BenchPress State of the Agency Nation Report (for agencies over £1m) highlights that 40% of Agency Leaders cite winning new business as their biggest challenge. Would you like to take a quick but effective diagnostic that will help you better understand how to treat this headache? My business development scorecard has been specifically designed to help agencies better understand their level of fitness when it comes to sales. By asking searching questions around: 1️⃣ Positioning 2️⃣ Process 3️⃣ Planning 4️⃣ Pitching You'll identify where your strengths and weaknesses lie across the agency. Test it on your senior team to establish if there is alignment (you might be surprised - often times there isn't!). And if it throws up suprises, I'd be happy to hop on a no-obligation call to discuss the findings. Let me know how you get on. 👇 https://lnkd.in/eZKF99kp

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This is an excellent visualisation from the DMA (Data & Marketing Association) UK of how integral maturing your approach to measurement is to delivering successful business outcomes. If you're not already planning for it, you should be. It will be one of the most significant drivers of future effectiveness for you.

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Marketers have an important role to play in building a new world of sustainable businesses that break the link between consumption and environmental and social destruction. A great piece in WARC from my brilliant strategy colleagues Georgina Murray-Burton and Frank Lawley on how brands can reduce the green gap - customers who want to buy sustainably but are currently excluded by the price premiums sustainable products often demand. #marketing #marketingstrategy #ethicalmarketing House 337 https://lnkd.in/dbSBRZ8j

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Fascinating - and sad - to see the results of this survey on #MentalHealth in the #PR industry. TL;DR it's not good. Remember folks - reaching out for help is a sign of strength. There are some amazing counsellors out there who can help. In the UK, have a look at listings on BACP to find someone who meets your needs: https://lnkd.in/ersgqdDE Yes, PR and #Communications are stressful. It comes with the job and, sometimes, is the frisson of excitement that brings us to the laptop each day. But that frisson needs to be well managed. Think of it like physical fitness - many of us try to eat well, go for a walk (if not the gym) and do other things to keep us physically OK. Mental health should be no different. Supportive practices, friends and finding the right professional for a tune-up shouldn't be anything uncommon. In fact, I'd argue that these should be regular occurances to stay on top of things, before things get on top of us (which is often the only time people seek out support). Look after yourselves, people, please! https://lnkd.in/ehDwuZrW

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Our new interactive dashboard analyses: Topic UK General Election 🇬🇧 - Discover voter concerns, news stories attracting the most clicks! You may be surprised....https://lnkd.in/etDxUwiw #labourparty #conservativeparty #liberaldemocrats

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Today's Q1 2024 @IPA Bellwether report showcases a resilient UK marketing landscape, with events and experiences remaining the standout performers with a record expansion. This resilience demonstrates businesses' strong desire to connect with customers, recognising the power of experiences to enable them to achieve this, as well as being a powerful tool to drive their bottom line. Long-term brand building should remain at the forefront amid rising promotional spending. Aligning brand experiences across the different touchpoints with core values and harnessing authentic content created from experiences fosters trust and engagement, and is crucial for navigating the dynamic marketing environment. Read the full report here: https://lnkd.in/eGTDPyN4 #ImaginationGLBL #IPABellwether #UKmarketing #brandexperience #experientialagency #creativeagency

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AI will reimagine the process of full-funnel marketing - but not all change will (or should) be equal. Can the gains in efficiency achieved via AI-powered automation open up creative freedoms elsewhere? Here at Leagas Delaney we believe so. With thanks to Advertising Week for the feature.

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I chatted with Rory Sutherland today, about our venture, Scoops. His insights reminded me of the 'coming wave' and potential of AI in marketing—that it is not just there to crunch numbers but to help us (humans) create better brand experiences that make an impact. It also backed up a simple but significant understanding that Sam Judge and I have about our tool: "Marketing is most effective when it feels personal and human, and to do that, we need to involve them, people, customers, clients, you know humans..." That's the philosophy behind Scoops. It’s not about distant, months-long research but about immediate insights from customers that add value to brands' marketing decisions. Rory's opinion? It's not just a pat on the back. It's a signal that we're on the right path, the path that understands marketing is about people, not just data. #foundersstories #scoops #hyperrealinsights #directtoconsumer #research #dataanalysis

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Some keen observations about the challenges represented in defining an effective seo strategy in the midst of the maelstrom of change happpenkng thanks to AI, media democratisation and the wave of new entrepreneurs testing the waters in e-commerce and traditional channels. Counselling start ups the main advice is invest in a functional and adaptable web presence, acquire, clean and guard the integrity of your customer data and invest in marketing assets that work for the long term not just tomorrow.

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Pretty much every organisation we speak to currently is reviewing how they approach measurement . This Entropy blog by Amy Dawson-Hawkins takes you through the pros and cons of digital attribution models, econometrics and the difference between the two. The myriad of suppliers jostling to explain why they have the silver bullet can be pretty confusing. If you are finding that and are under increasing pressure to prove the impact of marketing budgets then read on... Regardless of the size of your marketing budgets, navigating the marketing measurement space is essential in order to get a clearer understanding of what is driving your performance. A key place to start is understanding the available measurement methods and which is most appropriate for your business. 👇 https://lnkd.in/eKFyEx4F

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According to the IPA (Institute of Practitioners in Advertising)'s Bellwether, UK event marketing spend has risen for a ninth successive quarter. Only this time, it's the strongest rise recorded by the influential survey since data collection for event marketing spend began 11 years ago..... ....and it shows no sign of stopping as a majority of marketers predict continued rises in event marketing for this new financial year..... https://lnkd.in/eez_Ta_Z #eventprofs #eventmarketing #powerofevents #eventprofsUK

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There are plenty of interesting articles to get your teeth into at the moment, here are our top 3 must-reads from the media and marketing space this week…   When do start-ups need to start investing in brand to avoid a plateau? This is reported in WARC, investigated by author and consultant Nigel Hollis who has collated the brand search data for a group of brands in the US. Interestingly he has pinpointed a time at around the 4 year mark, that represents a drop in the initial fast growth period and could be a starting point for more research to back up his findings and aid planning for new businesses in terms of a long term marketing strategy.   Commissioned by Thinkbox, Profit Ability 2: the new business case for advertising, found that the ROI of advertising increases from £1.87 to £4.11 per pound invested, when the longer term effects are included. There are fascinating insights per media type, with TV unsurprisingly accounting for 54.7% of the full advertising generated profit, and seeing a longer term payback than some other media. Definitely worth delving into the detail on this one.   And finally, the IAB UK and PwC Digital Adspend report highlights the 11% increase in digital ad spend last year with podcast advertising, CTV and social video seeing the most significant growth. The report provides some interesting statistics on the onward predicted growth in online spend and diversification of spends in response to the upcoming cookie changes.   All links are in the comments below, enjoy reading!

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