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Ikea readies first sustainability campaign in marketing switch
Sarah VizardIkea is launching a new marketing strategy, “The Wonderful Everyday”, as it looks to explain to consumers what the brand stands for and tout its sustainability credentials.
Marmite’s controversial ad sparks 14% sales uplift
Seb JosephUnilever’s controversial Marmite ad spurred a 14 per cent increase in sales last year providing a bright spot amid stagnant revenue from the group’s wider food business.
‘A blessing in disguise’: Marketers on reframing redundancy
Ian BurrellInstead of seeing redundancy as a blow to their self-worth, marketers are reclaiming their careers and finding new avenues to thrive.
Why Airbnb’s marketing leadership think in-housing and cross-functionality are best for brand
Molly InnesThe future of advertising is in-house, claims Airbnb’s top marketer Hiroki Asai.
Average marketing budgets have fallen by 15%, data suggests
Molly InnesAs CMOs come under pressure to do more with less, marketing budgets as a percent of company revenue have dropped to 7.7%.
Giffgaff: Carbon impact can’t be ignored when signing off on media plans
Grace GollaschGiffgaff’s marketing strategy director says it is set up to give equal weight to “people, planet and profit”.