Claire Beale

Claire Beale is editor of Marketing.

Latest articles from Claire Beale

A change of approach and a fresh start for Marketing: 27 March 2013; This should feel momentous: the last-ever weekly printed Marketing. From now on, we're starting work on a new monthly magazine that will be more informative, more provocative and more beautiful.

Marketers must embrace the commercial realities: 20 March 2013; The quote of the night at last week's Marketing Society homage to chief executives came from O2's Ronan Dunne.

CEOs are coming round to marketers' way of thinking: 13 March 2013; In the few weeks that I've been sitting in this editor's chair, the most insistent (and frustrating) topic of conversation with marketers has been the disconnect between marketing and the boardroom.

Why long copy makes up for Tesco's Twitter silence: 06 March 2013; I once asked an ad creative to write a couple of paragraphs about a piece of work he was very proud of. We needed a pithy summary of the ad: 200-odd words, maybe less. And we needed our couple of paragraphs within 48 hours: a luxurious amount of time for deadline-driven journalists, but not, as it turns out, for those ad creatives who find it hard to write anything longer than a strapline.

Big data without the human touch means big waste: 13 February 2013; When Gene Roddenberry was casting round for characters to populate his series 'Star Trek: The Next Generation', he created the android Lieutenant Commander Data.

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