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If a young, fresh-faced marketer had a brilliant idea for a campaign two decades ago, it is likely that it would have been a struggle to get it launched as decisions would have been made in a top-down, hierarchical fashion. This has now changed, says Trinity Mirror marketing executive Jaina Shah. Junior marketers have more freedom than before to communicate with those above them. “We have an open-door policy, so we really have that opportunity to build those relationships...

Although it is accepted that the fundamentals of marketing have changed little over the past 30 years, generational differences start to emerge when it comes to being a digital native, according to BT chief brand and marketing officer Zaid Al-Qassab. “We have more in common across different generations of marketers than differences, but there is a nuance that I can’t make myself a digital native,” he explains. “I wasn’t brought up that way and therefore I do...

Marketing is at the heart of Diageo’s business. It dictates the overall strategy for brands such as Smirnoff and determines the best way to grow these brands, as well as communicating to the rest of the company how to do it. “In marketing today, brand managers are the general managers for their brands. They are the ones that shape the strategy and develop the growth drivers for that brand and, ultimately, for the business,” says marketing and innovation...

Marketing has not always been the most inclusive industry or considered a career option for people with conditions such as dyslexia and dyspraxia, says Paul Davies, consumer marketing director at Microsoft. But as technology evolves and support improves, it is opening the door for more young people. However, more must be done to remove the stigma of such learning difficulties, says Steven Woodgate, Surface and HoloLens UK marketing lead at Microsoft, who has both dyslexia and dyspraxia. “We...

Young marketers are often characterised as optimistic, keen and ambitious. However, they can also be seen as fleeting, hopping from job to job to work their way up. This is something Hamish Goulding, head of integrated marketing communications for global brand, wealth and sponsorships at HSBC, advises against. He believes young marketers would be wise to value loyalty. “I don’t believe you truly understand how a business ticks if you’re [at a company] less than three years. In...

More and more young people are looking for careers in marketing, according to CMO Ottokar Rosenberger. And with it now being easier to prove marketing’s impact on revenue and customer growth, he says marketers feel they can get closer to the action. The travel brand invests 50% of its revenues back into advertising. “This means a career in marketing at Hostelworld has more opportunities than it had before,” Rosenberger claims. “As marketers, we drive revenue and customer growth,...

What do Leagoo, Davanti and Utilita have in common? Aside from being brands you had never heard of before today, they all sponsor one or more Premier League teams. They join the illustrious ranks of Marathon Bet, PCCW and Octopus Energy in aligning themselves with the cultural phenomenon that is English club football. These nuggets of wisdom are the product of an impressively thorough piece of research on European football’s ’Super Spenders’ by sport and entertainment marketing agency...

While it’s still only three days into November, the Christmas ad season is very much up and running, with Asda the latest brand to launch a festive TV campaign. The ad, which was created by Saatchi & Saatchi, is notably more cinematic and emotive than Asda’s previous more price-driven Christmas ads. It is built around Asda’s fictional Christmas workshop, the Imaginarium, where a little girl and her grandad – who are both styled very much in the...

The Drum's Shazam chart is based on the number of times each ad has been Shazamed over the past week using the music identification app. TUI and Pretty Little Thing have made it into the chart this week, pushing out Apple and Vodaphone out the door.  PrettyLittleThing's campaign, By Kourtney Kardashian enters the chart at number nine with a stylish ad (created by Mirabelle), featuring Kiiara's 'Whippin' and the celebrity herself strutting her new range of festive party wear.  TUI has jumped in at number six...

This year's Halloween hadn't thrown up vast swathes of creepy creative, yet the work produced for 31 October 2017 from the likes of Sainsbury's, Harley-Davidson and Tennent's has proven it's possible to create spooky advertising without resorting to cliches.  Renault and Publicis Conseil have subverted the genre with a duo of What We Do In The Shadows style social films, while Fanta has embraced the power of 360 video and VR to give viewers an actual fright. Special mention...