Mark Given, head of brand communications, Sainsbury’s
Winner: Brand of the Year, in association with YouGov
brightcove.createExperiences();
Winner: Brand of the Year, in association with YouGov
brightcove.createExperiences();
Vita Coco has launched its biggest marketing campaign in the UK to date, leading on its brand’s “own flamboyant personality” rather than previous ambassador Rihanna, as it looks to double its sales and grow awareness of the wider coconut water category.
Have you heard the one about the marketer who tried to make his ads funny like everyone else? His campaign was a joke that went down with consumers like a lead balloon. With the deluge of attempted humour in marketing communications, there is a new wisdom that suggests when everyone else is “zigging”, your brand should try to “zag”.
The IPA has hit back at a “disappointing” report citing the lack of trust CEOs place in marketing agencies, claiming many commercial leaders are “firm advocates” of the creative end of commerce.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the increasingly convoluted marketing recruitment process to Coca-Cola’s warning against getting stuck in a marketing bubble it’s been a busy week. Here is my take.
Entrants now have more time to apply for Marketing Week’s annual celebration of effectiveness, creativity and innovation.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.