Big brands pay the salaries and provide investment returns for many millions of people via pension funds.  So if anyone declares that big brands are dying they receive a great deal of attention. There is quite a long history of such alarms, going back at least to 1993’s “Marlboro Friday”.  Recently, there have been claims …

Story of my CV: Visa’s head of global marketing platforms Kim Kadlec worked her way up at agencies before switching to media companies to merge brands with content, but now has her sights firmly set on mastering technology and data. You only have to take one glance at Kim Kadlec’s CV to see that her …

Door: Jurriaan Gorter* Zouden er hbo-bestuurders zijn die bij het uitkomen van de Keuzegids hbo hun schouders ophalen en overgaan tot de orde van de dag? De Keuzegids hbo is een onafhankelijke gids die wordt uitgegeven door centrum Hoger Onderwijs Informatie. De samenstellers stellen die samen op basis van het ongefilterde oordeel van studenten en …

78% of marketers believe the reputation of their brands has been harmed by the “unintended” placement of digital ads next to inappropriate content, a study from the CMO Council has found. The executive network surveyed 316 marketers, as well as gathering qualitative feedback from numerous senior brand custodians. (For more details, read WARC’s in-depth report: Programmatic, brand …

Je haat hem of je houdt van hem: Simon Sinek, de bedenker van de Golden Circle-theorie. De meningen over of het klopt wat Sinek beweert, lopen sterk uiteen. Critici vinden dat hij vooral terugkijkt op successen en ze dan relateert aan zijn theorie, dat zijn theorie zweverig en ongrijpbaar is en dat het niet bewezen …

In 2012 I took to the stage at the Cannes Lions Festival of Creativity to talk about our new marketing strategy, ‘Crafting Brands for Life’. Five years on, and those principles of putting people first, building brand love and unlocking the magic are still at the heart of everything Unilever marketers do. Those fundamental principles …

Creatieve bureaus die voor marketeers werken, zoals reclame-, online of redactiebureaus, hebben het lastig. Vooral de zogenoemde ‘full-service bureaus’ hebben de nodige concurrentie gekregen. En die concurrentie is ook serieus: 70 procent van de marketeers wil werken met specialisten voor hun verschillende communicatievragen. Dat concludeert marketingfreelance-collectief The Freeforce na onderzoek onder marketingbeslissers die zijn aangesloten bij NIMA; …

Content marketing is booming. Fully 73% of businesses plan to increase the amount of original content they generate this year, according to research by Content Marketing Institute and MarketingProfs. Therefore, it’s more important than ever for marketing teams to have tools and systems in place to help them remain organized: If you increase content production without a …

For the FMCG sector the formula for success used to be relatively simple. As long as companies had good relationships with the major high street retailers, great products, strong brands and marketing that turned heads things worked well. But the market has become a lot more complex. The rise of ecommerce and new high street …