Alan Mitchell’s article on itch brands, “How brands touch the parts others can’t reach” (MW March 18), which stated that brands’ claims are not good enough is spot-on. After all, how many cigarette manufacturers, which by law must carry the Government’s health warning “Smoking Kills” and the like, would express the same sentiment?
Neil Cowen (e-mail)
Wise has driven much of its growth to date through word of mouth, but having evolved its proposition, the international banking platform believes now is the time to launch its first global brand campaign as it looks to build awareness.
Some CMOs are “selfish” staying in their posts too long and not letting others progress, suggests Asahi CMO Grant McKenzie.
While the UK’s ad market grew 6% in 2023, total growth when discounting high inflation rates was -1.2%, according to the latest report from the AA and WARC.
Inclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.