Despite marketers' proximity to the customer, they are critically underrepresented in the boardroom. Data shows only 3.5% of board members have a marketing background, indicating a significant gap in corporate governance and a major opportunity for marketers to increase their strategic influence.
A new CEO’s first few months are best spent gathering unfiltered information directly from employees and customers across the business. Avoid the trap of sitting in an office listening to prepared presentations. Instead, actively listen in the field, then act decisively based on those firsthand insights.
ITV created a new, non-intrusive ad format by placing a static brand ad on the screen whenever a viewer pauses a stream. This simple but clever idea transforms previously dead space into valuable advertising inventory for sponsors, monetizing a common viewer behavior without interrupting the content.
As a commercial public service broadcaster, ITV operates on a cross-subsidization model. Its most popular and commercially successful entertainment shows, like 'Love Island' and 'I'm a Celebrity,' generate the advertising revenue required to fund costly public interest content like national news and impactful dramas.
To stay connected to frontline operations and customer sentiment, former EasyJet CEO Caroline McCall made it a ritual to help cabin crew collect trash on every flight. This simple, repeated act provided invaluable, unfiltered feedback from both employees and passengers that she couldn't get in the office.
ITV's studio division operates as a separate revenue stream, creating big-budget dramas for direct competitors like Netflix and Disney+. This 'coopetition' strategy allows ITV to profit from the streaming boom and diversify its revenue, even when it cannot afford to air those same premium shows on its own channels.
While TV’s initial cost-per-thousand (CPM) seems higher than social media, the conclusion flips when adjusted for actual attentive seconds. Research shows TV’s attention-adjusted CPM becomes significantly lower than social's, making it a more cost-effective channel for capturing genuine viewer focus, even among Gen Z.