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As Marketing Professor, and business Columnist of the year and successful entrepreneur founding the Mini MBA programme, Mark Ritson has spent his whole career on the marketing effectiveness frontline.
In this candid episode we hear:
What real marketing strategy looks like in 3 words
Why simplicity is everything
Why most brands get positioning wrong
How advertising is overrated
How brand mangers become blind to their brands
The key to building price power, and why its more important than sales
The limitations to Ehrenberg Bass and why he rates Kantar BrandZ’s model
Why he writes his Marketing Week columns in an hour – and why he can’t stop
The one thing marketers should focus on to increase impact
Hosted on Acast. See acast.com/privacy for more information.
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Becky Verano, Reckitt Benckiser’s Global VP of Marketing & Capability is a bona fide effectiveness trailblazer.
With hard-won experience of how tech and GenAI are now transformational insight & effectiveness catalysts, she’s set up the RB Marketing Excellence Academy and done some on the powerful marketing in the world with Vanish ‘Me, My Autism & I’ and Nurofen ‘Pain Gap’ winning an IPA Effectiveness Award, 2 x 2024 UK Effies and 5 Cannes Lions.
In this episode discover:
The one question that helps tackle the toughest challenges
Her top tip for successfully delivering a creative transformation
The biggest mistake brands make now, and how to avoid it
The big effectiveness unlocks for mastering ‘Full funnel’ marketing
Why system 1 emotion isn’t enough for an idea to succeed
Why not all brands should have a ‘fight’ or purpose
How GenAI-enabled creators are the next generation of agency
What she learnt as a leader during her time on Dettol during the COVID pandemic
Her legacy
Hosted on Acast. See acast.com/privacy for more information.
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M&S is one of the UK’s most iconic retail brands, but one that had lost its way over the past decade. Hot on the heels of its 2024 Kantar BrandZ Brand of the Year win, +1 million new customers, profits +17.2%, food sales +8.1% and share price +45%, this is the story of its marketing-inspired turnaround from one of its key architects, Marketing Director Sharry Cramond
Hear:
What she did on the first day in the job How one sentence can change everything: ‘Only M&S…’The 3 keys to modernising M&SHow consistency is a creative superpower Why ‘product, product, product’ stories are the secret sauce to building differentiation How they use Tik Tok differently to create competitive advantage Why positive attitude trumps talentHosted on Acast. See acast.com/privacy for more information.
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The British Army’s ‘Be the Best’ recruitment campaign is a lightning rod for cultural commentary and one of the longest-running and & most effective around, increasing registration +57% and growing applications by +120%. Winner IPA Effectiveness, APG Gold and UK Effie 2024.
In this episode CMO Naomi Walter and Accenture Song’s Head of Strategy Amy Gilmore lift the lid on what it takes to consistently raise the bar and evolve, including:
The ‘reset’ moment that shock the foundations of the agency Why there’s nothing more powerful than a clear brief Get your intel: using deep ethnographic and qualitative research Spotting ‘aha’ strategic and creative breakthrough moments What a full-funnel idea looks like in practice Doing your reconnaissance: making senior stakeholders participants in the process How to balance the long and short every single day Why partnership is a team’s superpowerHosted on Acast. See acast.com/privacy for more information.
