Nick Milne

Sep 25, 2024 | marketingweek.com | Hannah Rashbass |Michaela Jefferson |Johnny Marion Corbett |Nick Milne

More than half of B2B marketers (62%) say their role has become more strategic over the last 12 months, according to new research by Marketing Week. The exclusive State of B2B Marketing survey – new for 2024 – finds most of the 600 B2B marketers surveyed feel they have more influence and claim marketing is in a stronger position within their company than last year.

Sep 25, 2024 | marketingweek.com | Michaela Jefferson |Johnny Marion Corbett |Nick Milne |Matthew Valentine

Every brand is different, from its target market to its marketing budget. However, there are universal lessons all marketers can take from brands that are succeeding, and that’s particularly true when looking at Marketing Week’s 2024 Brand of the Year shortlist. We asked the top marketers at each of the shortlisted brands – Greggs, Lucky Saint, Marks & Spencer, McDonald’s and Octopus Energy – to reflect on their achievements and the lessons others can learn from them.

Sep 25, 2024 | marketingweek.com | Johnny Marion Corbett |Michaela Jefferson |Nick Milne |Matthew Valentine

Has any other acronym done as much damage to marketing effectiveness as ‘KPI’? The KPI is coveted everywhere as a thing of gargantuan significance, but as with all pieces of jargon, it gets massively oversimplified and misunderstood. There’s nothing wrong with measuring stuff and knowing what works. Indeed, we can do this better than ever before. But the issue with the KPI is that it has been squashed into itself, and in the process it has lost its intended meaning and adopted another.

Sep 25, 2024 | marketingweek.com | Niamh Carroll |Johnny Marion Corbett |Nick Milne |Matthew Valentine

When thinking about challenger brands, and particularly mission or purpose-led challenger brands, startups or scale-ups may come to mind. There are many brands created specifically to challenge the categories they operate in; Tony’s Chocolonely in chocolate and Who Gives A Crap in toilet paper, for example.

Sep 24, 2024 | marketingweek.com | Nick Milne |Grace Gollasch |Matthew Valentine |Josh Stephenson

I got cross recently. The source of my disquiet was the Language of Effectiveness 2024 report, published by Marketing Week, which, to my mind, focused too much on measurement as the means to an effectiveness culture. There is a common misunderstanding that marketing measurement is effectiveness culture. It is not. It is an integral part of building a strong and healthy effectiveness culture, and it is often the starting point.