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While there are many styles of leadership there are some universal skills and ways of working that all marketers should consider. Matt Barker, coaching and operations director at K2, who will be speaking at Marketing Week Live next month, outlines four ways marketers can improve their leadership, to get more from their team in the near term and set the business up for future growth. Be crystal clear on goals Leaders are often guilty of not spending enough time...

Since trading evolved into the art of business, companies have fashioned their history and ethos into a story that customers can follow. Yet, while the rise of influencer marketing proves itself as a great way to market a product in the technological era, brands' personality is getting left behind. We asked our Drum Network agency members,"as influencer marketing becomes a popular choice of promotion, the product becomes an accessory of the person in the spotlight. Should influencers...

La Liga has announced a deal with Facebook to live stream regular matches on the social media platform. The governing body for the top two divisions of club football in Spain will show free broadcasts of the Primera División’s Friday night fixtures on Facebook. The deal was made possible through a partnership with the league’s technical services supplier Mediapro and will run until the end of the current season. It kicked off on Friday (17 February) when Granada’s 4-1...

Although consumers may have a favourite supermarket, more often than not convenience and location win out. In fact, new research finds that around one in six shoppers have switched their main supermarket over the past 12 months calling into question loyalty in the grocery sector. The study, of over 1,500 shoppers by retail marketing agency TCC Global, reveals that 16% of shoppers have switched their main store over the past year and 39% say it wouldn’t matter to them if...

Eurostar is returning to TV for the first time in three years with a new campaign that aims to talk up the benefits of travel through a campaign called ‘Travel state of mind’. The travel brand last aired a TV ad in March 2014 with its ‘Stories are waiting’ campaign, which focused on travel to Paris. The latest ad follows a young traveller and his friends as they experience new things. Viewers are urged to pack small, live...

Unilever’s Sunlight brand is helping improve access to clean water to countries such as NigeriaKraft Heinz and Unilever surprised everyone last night (19 February) when they issued a statement saying they had “amicably agreed” not to go ahead with any deal. Kraft Heinz had tabled what the Financial Times claimed was a £115bn bid for Unilever, which was rejected, but had been widely expected to come back with a better offer. The CEOs of both companies had...

Google to make it harder for users to find pirate websites Search engines such as Google and Bing will make it harder for UK internet users to find pirated films and music, as well as restrict the ease of illegally streaming sport. Both search engines have signed up to a new voluntary code of practice, which will ensure offending websites – such as Pirate Bay – are demoted in search results. The entertainment industry reached the agreement with the tech giants after talks...

According to YouGov, Aldi and Lidl are currently the UK’s most popular brands. But these two leading global discounters are not the only brands to successfully shift consumer perceptions towards low cost items. In fact, some value brands have gone as far as creating partnerships with their upmarket cousins to attract new customers, such as Ikea's upcoming collaboration with Danish design brand, Hay, for a new line of furniture and homeware. But is this mutton dressed up as...

Apple has restructured its relationship with TBWAMedia Arts Lab that will see it spend less time trying to localise brand campaigns, and instead ramp up efforts on its regional and digital output. According to AdWeek, Apple has been moving the big-budget global campaign work in-house over the past few years and has been using the agency’s regional teams in London and Tokyo, for instance, to translate that overarching campaign idea for local audiences. However, moving forward it wants...

Microsoft founder Bill Gates has suggested that companies that use robots in place of human labour should pay some form of tax on the profits that automation derives. In an interview with Quartz, Gates said: “Right now, the human worker who does, say, $50,000-worth of work in a factory, that income is taxed and you get income tax, social security tax, all those things. If a robot comes in to do the same thing, you’d think that...