Centrica’s British Gas and Hive are two brands serving “very different audiences, sometimes with the same products and ...

Has the advent of digital pushed a generation of marketers into roles focused on tactical execution to the detriment of ...

While there are perceptions that AI drives impersonalised content, there is a willingness on consumers’ parts to receive this ...

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the ...

B2B tech giant IBM is making use of influencers to unlock new audiences while also advocating for its own employees to ...

As data shows less than half of marketing leaders have any control over pricing and distribution, what can CMOs do to expand ...

Tariff disputes and an increasingly insular political climate has left global brands in a challenging situation - but there are ways to deal with it.

You’re spending time and budget across channels - paid search, SEO, social media, events, email, content. But which marketing ...

Pepsi’s “bold reimagining” of women’s football marketing is part of its ongoing commitment to the game, says senior marketing ...

Female athletes posting on TikTok have more engagement than their male counterparts, as the platform ups its focus on women’s ...

From revealing marketers’ lack of influence over three of the 4Ps to the impact CMO turnover has on brand equity, it’s been a ...

There is good knowledge among marketers around effectiveness theory, says Dr Grace Kite, but many are finding themselves ...