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Ryanair to triple marketing budget and launch brand-led TV campaign
Sarah VizardRyanair is planning to triple its ad budget to €36m (£30m) this year and will shift strategy to focus on more brand-led campaigns as it aims to communicate its recent customers service changes to consumers.
Video: RBS insight chief applauds smart data thinking
Josie AllchinRBS head of channel marketing and Data Strategy Awards judge Philip Sheehy discusses the importance of bringing in external data sources to complement a company’s own customer research.
England sponsor O2 creates Oculus Rift immersive experience for rugby fans
Russell ParsonsEngland Rugby sponsor O2 is promising to take experience of the sport to a whole new level by immersing fans fully within the team England using a virtual reality headset.
‘People don’t know who we are’: One banking business on its shift to brand building
Grace GollaschWise 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.
‘The clock is ticking’: CMOs on the merits of succession planning
Molly InnesSome CMOs are “selfish” staying in their posts too long and not letting others progress, suggests Asahi CMO Grant McKenzie.
UK ad spend hits £36.6bn in 2023 amid real terms contraction
Molly InnesWhile 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.
Lego brand director: Purpose drives pricing power
Niamh CarrollInclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.