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Why brands should put telling truths at the heart of their marketing
Leonie RoderickWhether you’re a challenger brand or facing a cynical British public, truthful messaging should always be at the heart of your customer communications, according to marketers from Macmillan, TSB and EDF.
‘Apple Music has bland advertising and is playing it safe’ says Deezer
Thomas HobbsAs it launches its first ever UK TV campaign, French music streaming brand Deezer says the “bland advertising” at its rival Apple Music plays into its hands and allows its new campaign to be disruptive.
Gant moves away from ‘scattered’ brand image and returns to its roots with global rebrand
Leonie RoderickGant is hoping to make an emotional connection with consumers by going back to its American Ivy League roots as part of a global rebrand.
‘It’s never a case of job done’: How to build a culture of marketing excellence
Michaela JeffersonIn a challenging environment with economic pressures and rivals to contend with, can creating a holistic marketing excellence culture give brands the cutting edge?
‘Every interaction can be a marketing moment’: Who Gives A Crap on driving its next stage of growth
Niamh CarrollWho Gives A Crap is now the third biggest toilet roll brand in the UK, and is looking to above-the-line media, retail listings and consistently “doing things differently” to continue that growth.
Airbnb’s narrative and reinstating the CMO: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Airbnb’s desire to control the narrative to Gap reinstating the CMO role, it’s been a busy week. Here is my take.
‘A different way of building brands’: Diageo on using AI to get closer to ‘real consumers’
Grace GollaschDiageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.