The relationship between clients and their digital agency partners is deteriorating as a skillset gap and confusion over clients’ priorities harm the dynamic. Even agencies that are experimenting with new types of relationships such as alternative compensation models or embedded resources were not particularly bullish. Just 55% of those agencies thought the dynamic was improving, compared …

  Global marketing activity continued to grow at a steady rate in May according to the latest Global Marketing Index (GMI). The headline Global Marketing Index remained unchanged from April on 55.1 and represented the continuation of a year-long trend where a flat global index has hidden disparate regional performances. Activity has been strongest in Europe …

Ann Lewnes, executive vice-president and CMO at Adobe, shares the moments that have shaped her career and led to her heading up marketing at a company that made $4.8bn (£3.3bn) in sales last year. What advice would you give to marketers looking to progress in their career? Look for companies where a pivot is about to happen …

Marketers are increasingly tapping into the power of psychology to improve the impact of design and give their brands the cutting edge. There is more to design than meets the eye. In order to stand out in an increasingly crowded marketplace, brands including Heinz, Oxo and the RAF are applying the principles of psychology and using neuroscience …

Twitter is making various changes to Tweets in a bid to “simplify” its product, allowing users to express themselves with more room in 140-character Tweets. While the changes might seem like a welcome development, experts say they won’t improve Twitter’s position in the long run. The changes, which will be rolled out globally over the …

Marketingmanagers verwachten de komende jaren meer uit te geven aan visuele content. Met name video en grafisch ontwerp zijn populaire investeringen. Dat blijkt uit internationaal onderzoek van communicatiebureau Lewis. Twee op de drie marketingmanagers (66%) verwacht dat het budget voor visuele content volgend jaar stijgt. Slechts 3% wil hier minder aan uitgeven, de resterende 31% …

Marketing is all about persuasion. Of course, you could argue that some of the most successful brands of all time—Coca-Cola or Nike, say—got to where they are not by convincing people that their products were the best but by simply making their name more visible. However, even visibility is a persuasive event: For example, seeing …

Michelangelo famously claimed that when he sculpted, he simply removed the extraneous. He didn’t so much create human forms as liberate them. He wasn’t imposing his vision on slabs of stone; he was revealing the figures within. What if we adopted this mindset with personas? What if, instead of creating personas from our imaginations, we …

Al-Qassab is chief brand and marketing officer at BT and part of the Power 100 list of the UK’s most influential marketers. Having spent 20 years of his career at Procter & Gamble, latterly as managing director of its beauty business, Al-Qassab then made the move to the start-up world in 2014, spending a year …