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EBay looks to become “considered” fashion choice
Lara O'ReillyEBay is ramping up digital marketing activity for its Fashion Outlet as it looks to become a “considered” brand when shoppers are searching for clothes.
The real cost of brand-building with Facebook
Mark RitsonI remain a social media sceptic. Although Facebook is an important and incredibly useful tool for many brands, its impact has been wildly overstated on three fronts. First, the belief that social media somehow changes or even revolutionises the business of marketing communications. Second, the widespread promotion of social media as a relevant tool for […]
National Trust bolsters marketing with media director role
Branwell JohnsonThe National Trust has created the new role of media and external affairs director to help make the charity more relevant and accessible to the “modern world”.
Allwyn on its plan to dial up the distinctiveness of the National Lottery’s key brands
Niamh CarrollAllwyn took over the National Lottery licence from Camelot in February and is aiming to inject some “magic” into the Lottery’s individual games to recruit new and lapsed players.
Is this applicable to B2B marketing? Please stop asking
Mark RitsonThis week our marketing columnist asks and then answers the most annoying question of them all.
Heinz on its mission to move ‘at the speed of culture’ to create an ad in five days
Matthew ValentineSince launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
Almost half of large businesses leaning on innovation to grow
Niamh CarrollDespite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.