Posts tagged with Transformation

patagonia blog

The virtuous cycle of transparency: 10 of the best company blogs

Jeff Weiner, CEO of LinkedIn, coined this phrase.

He said, "I’ve come to learn there is a virtuous cycle to transparency and a very vicious cycle of obfuscation. People have an insatiable curiosity, and if they’re officially denied access to information, they’re going to dig for it on their own."

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sports direct

A message to Sports Direct: employees must come before shareholders

There's a quote from Alibaba's Jack Ma: "Customers should be number one, employees number two, and then only your shareholders come at number three."

Many great companies have understood this over the years, and Jack is simply one of the latest digital leaders to express this sentiment.

After reading Ma's quote (see more here), I read about the scandal of Sports Direct warehouses, where workers are effectively paid below The National Minimum Wage (due to staff searches lasting for 15 minutes at the end of each working day).

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Exploring Today's CMO

Why this is an extraordinary time to lead marketing

This five part series is designed for all those marketers around the world who are aspiring to lead a marketing function.  

The objective of this series is to share insights, experiences and ideas for passionate marketers who want to grasp what it takes to be in charge of marketing, especially in these amazingly progressive times where marketing has attained a more strategic role.  

The series could be seen to be oriented towards B2B, but many marketers see the lines with B2C blurring. So grab a coffee, put your feet up and read on.

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Why marketers should become CEOs

A couple of weeks ago, Centaur Media plc, owner of Econsultancy and Marketing Week among other things, appointed Andria Vidler as the new CEO.

Andria’s previous roles include chief executive of EMI Music UK & Ireland and MD of Magic Radio and Capital Radio. So plenty of general management and leadership experience.

But she has also been Marketing and Business Development Director at BBC Sport, CMO at Bauer Media, and is a Council Member for the Marketing Group of Great Britain. So a marketer who has become CEO.

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Macro factors

Are companies burying their heads in the sand about digital?

Our Modern Marketing Manifesto makes the bold declaration that social media are changing business culture with the onus now on marketers to help create businesses that ‘have social in their DNA’.  

For many organisations, attitudes within the boardroom towards social are a microcosm for ‘digital’ more broadly. An appetite for embracing social is often indicative of a C-suite understanding that changing consumer behaviour necessitates a focus on digital. 

As Econsultancy CEO Ashley Friedlein explains in this post, digital stands for a focus on the customer experience, irrespective of channel, and a move towards a digital culture.  

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digital transformation

Holes, pegs and grease. HR’s view on digital transformation

Last week at Econsultancy London we held a roundtable discussion with some HR and L&D folks. The topic was digital business…GO!

Of course, it was Chatham House rules, but I thought I’d sum up some discussion points and some potential glints of light at the end of the tunnel, for big orgs seeking that holy grail, ‘Digital Transformation’.

Each business has different challenges and needs, but some of the following issues struck a chord.

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Crystal Ski

Digital transformation: creating value for customers in the travel sector

I'm continuing my journey, exploring what digital transformation means in the real world. I’ve been speaking to David Jarvis from TUI Travel plc (the world’s largest leisure travel company). 

David works for Specialist Holidays Group (SHG) within TUI and is currently VP of Customer Engagement for Marine brands Sunsail and The Moorings. His experience with online goes back to the mid-90s with a focus on user experience, and he’s now helping to drive transformation at TUI.

When I spoke to David he highlighted a few key themes he has been experiencing when driving change within his part of the business.

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Organizational transformation doesn't happen overnight

One of the main five themes of our upcoming Integrated Marketing Week in June is about managing integration in your organization. This is a complex area so we are exploring how companies are dealing with it from an organizational structures perspective, how they can resource correctly and work with and manage agencies and vendors.

During our JUMP conference in January, we asked that exact question to some of our speakers and so we looked back at a couple of the videos to find out more about what other marketers are trying to accomplish with integration across their organization.

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Q&A: Frank Rose on digital storytelling and media immersion

Frank Rose is the author of The Art of Immersion: How the Digital Generation Is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories and a contributing editor to Wired.

Last week, he gave one of the keynotes at Ad:tech Sydney, based upon digital storytelling and why marketers need to surrender the idea that brands control their messaging. I was able to catch up with him afterwards, where he generously expanded his thoughts on this complex topic.

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Q&A: Bettina Sherick of 20th Century Fox on digital transformation and strategy

digital transformation businessEconsultancy has been discussing the ongoing transformation of organisations for a while now, as digital increasingly permeates their operations, capabilities and structures. 

Ahead of ad:tech Melbourne, where Econsultancy is one of the media partners, I managed to catch up with one of the keynote speakers, Bettina Sherick, to discuss these changes, along with their challenges, benefits and the general direction digital is heading. 

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