‘Soms ruik ik bij ons een klein beetje politiek. Dat kan ik dan heel moeilijk verteren.’ Pieter Zwart, oprichter en eindbaas van Coolblue, is genomineerd voor de titel van Marketeer of the Year 2017. Wat betekent leiderschap voor hem? Als je Pieter Zwart vraagt naar zijn ‘gedroomde leider’, iemand die hij wellicht bewondert, is het …

Unilever is planning to shift more of its shopper marketing budget into digital display after finally getting the data that it needs to prove return on investment. In the first phase of a year long research project between Unilever, Aimia, Sainsbury’s, Nielsen, i2c and the IAB, the FMCG company tested digital display advertising for five …

Colgate-Palmolive, Kellogg, L’Oréal, Microsoft and PepsiCo are just some of the leading brands to be judged as among the most ethical in the world, according to a new report that also includes several less-known names. Compiled by the Ethisphere Institute, an Arizona-based organisation that promotes ethical practices in business, the full list includes 124 companies …

Andy Briggs has just been promoted from CEO of Aviva’s life insurance division to head its combined life, general and health insurance businesses. He has over 25 years’ experience working in finance and insurance having previously been CEO at Scottish Widows, the life business of Lloyds Banking Group and the Prudential Group’s Retirement Income business. While …

Advertisers able to reach consumers when they’re in the right mood could increase the impact of digital advertising by as much as 40%, according to new research. Yahoo’s Receptivity of Emotions study was based on quantitative research among 600 people aged 16-54 in the US and UK who used a custom-developed smartphone app to complete …

Big data kan waarde creëren. Big data is de hype voorbij. Door de combinatie van hun academische en pragmatische achtergrond weten deze auteurs de complexe materie laagdrempelig leesbaar en nuchter functioneel te vertellen. Dit is een nuttig boek voor marketeers die geïnteresseerd zijn in de mogelijkheden van data voor beslissingen in de bedrijfsvoering. Tevens geschikt …

If you want to get your content noticed, you need to pay more attention to one social network, and I’m not talking about Facebook. LinkedIn has seen explosive growth in the number of articles published on the platform. It also plays an increasingly significant role in content distribution for articles published on other domains. For …

Onlangs was ik te gast bij Fast Moving Targets om te vertellen dat uitgevers meer zouden moeten focussen op impact om de noodzakelijke switch naar lezersinkomsten te kunnen maken. Tijdens dat gesprek kwam ook contentmarketing ter sprake. Ondanks dat contentmarketing een vies woord is in de journalistiek – wat zeg ik, het woord content zorgt al voor …

The algorithm may have fast become global shorthand for the brutal simplicity to be found in data-driven marketing, but the growing focus on emotional analytics is proving that the algorithm can in fact have a heart. It is a shift that will be of great importance for brands and, inevitably, has spawned a new rash of …

De eerste groep van twintig Senior Communication Professionals heeft gisteravond het daarbij horend certificaat ontvangen uit handen van NIMA-voorzitter Martin Huisman RM. Tijdens een feestelijke bijeenkomst werd de groep die zich tussen augustus 2016 en dit voorjaar heeft laten certificeren ontvangen op het ‘hoofdkwartier’ van NIMA, waarna een korte brainstorm volgde over de stappen die …

The effectiveness of digital advertising is increasingly being called into question as marketers’ concerns over transparency, measurement, ad fraud and viewability compound. The debate ramped up when Marc Pritchard, chief brand officer at the world’s largest advertiser Procter & Gamble, made a speech earlier this year on the subject, heralding a new era in digital …

Some 15 campaigns from last year have been recognised for their creativity and effectiveness in the latest industry study from the Gunn Report. But its Cases for Creativity 2016 report also noted that just six of the total were campaigns on behalf of commercial brands – the others being not-for-profit or corporate social responsibility – …