All eyes are on TikTok; from users who can’t get enough of its content to the US companies making a bid for acquisition — and brands are waking up to the potential. High on the list of attractions is scale. In just two years, the video app has gone from 55 million to almost 700… Read more »

Editor’s note: This is an exclusive extract from Lynn Scheurell’s new eBook, Perspectives: Digital Transformation Through the Lens of Strategic Marketing. This extract, from chapter five, ‘Woke Leadership’, explores CMO and CIO alignment, as well as questions which need to be asked to drive digital transformation. — CMOs are masters of alignment in terms of… Read more »

Data and analytics are designed to drive revenue and provide the insights necessary to grow an organisation’s bottom line – guiding key decisions, identifying new customers and determining what is working and what is not. And while data has always been an important part of a business’ strategy, with the increase of digital marketing and… Read more »

The Covid-19 pandemic may have forced a change in some respects, but a new report from the CMO Council makes it clear: marketing and comms are still too adversarial, and more media cohesion is needed. In its report ‘Bridging the Gap for Comms and Marketing’, the council, alongside Cision, surveyed more than 150 brand leaders,… Read more »