IN A MARKETING WORLD where expressing brand purpose is now de riguer, The Internationalist asked its global audience if it is possible to balance purpose and profits amid economic uncertainty. In many ways, the survey answers were surprising. While respondents clearly had a strong understanding of the fundamentals of purpose-driven marketing, they were increasingly skeptical of not only “purpose washing,” […]
Marketers Shift Priorities to the Immediate and the Practical
TODAY’S MARKETERS face a long list of urgent priorities. However, this year, the order of those priorities is changing. And while the word of the moment at Davos was arguably “resilience” or more specifically “a CEO’s preparedness to build resilience and navigate the impending turbulence to create economic growth,” 83% of CMOs cite ECONOMIC CONSIDERATIONS as their leading current concern— particularly relating to new messaging and adjusted budgets. Whether or not we use the “r” word— that’s recession rather than resilience— marketers, as well as investors, understand that the global layoffs of thousands at social media platforms and AdTech firms are largely due to drops in advertising revenue (along with earlier over-hiring).
Pete Blackshaw operates at the heady nexus of marketing innovation, digital transformation, and entrepreneurial thinking. Throughout his career, Pete has been a marketer at Procter & Gamble and Nestle, an entrepreneur, a digital guru, an author, a data analyst, and a community service leader. Much of his success is tied to how he often manages to […]
Anthony Farina is no stranger to transformation, as he leads the Communications, Brand and Corporate Affairs functions at one of the world’s top biotech companies— CSL, a century-old organization founded in Australia. The company has grown from 12,000 to 30,000 employees and now provides medicines in more than 100 countries in less than a decade. This […]
The world has undeniably changed since COVID-19, as have ways of working. The client-agency relationship has long been at the center of advertising and marketing. While the pandemic caused extraordinary examples of urgent, purpose-driven, remote teamwork, there are now new expectations of these important relationships that are shaping both corporate decision-making and individual priorities.