Mark Given, head of brand communications, Sainsbury’s
Winner: Brand of the Year, in association with YouGov
brightcove.createExperiences();
Vita Coco launches ‘biggest’ campaign to help grow coconut water category
Lara O'ReillyVita 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.
Why marketers shouldn’t always strive to be the funnyman
Lara O'ReillyHave 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”.
IPA chief hits back at report slamming agency effectiveness
Lara O'ReillyThe 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.
Dr Martens promotes top marketer to CEO
Grace GollaschNewly appointed chief brand officer Ije Nwokorie will take over as CEO next year.
Bloom & Wild focuses on customer retention over acquisition as it chases profitability
Niamh CarrollThe direct-to-consumer flower business is reducing its marketing spend as it shifts its focus from growth to profitability, following £100m in operating losses last year.
Marketoonist on abandonment
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Lucozade’s marketing lead on how its ‘one brand’ revamp will drive ‘efficiency and impact’
Josh StephensonLucozade has united its Energy and Sport offerings under one masterbrand in an attempt to increase brand equity while also creating huge efficiencies in its marketing spend.