How to become a ‘craft’ brand by using content
Big brands can tap into consumers’ obsession with ‘craft’ and ‘artisan’ goods by using content to change perceptions, even if their product is mass-produced, but they need a credible story
Sky ups rivalry in pay TV market with ‘most digitally innovative campaign ever’
Leonie RoderickSky has launched its ‘most innovative digital campaign yet’, using Twitter Moments, sequential outdoor targeting and new mobile display tools to promote its premium Sky Q service and chase digitally-savvy consumers.
Asda turns to former Saatchi & Saatchi man for new marketing boss
Thomas HobbsAsda has appointed Andy Murray, the founder of shopper marketing agency Saatchi & Saatchi X, as its new chief customer officer as former marketing boss Barry Williams leaves the supermarket after eight years.
Secret Marketer: The future success of marketing relies on content, not creative
David CoveneyOne consequence of being called ‘CMO’ is that you get approached from all parts of the industry, asking for your opinion.
Main media budgets down as brands ponder economic recovery
Grace GollaschAs “greenshoots” of economic recovery appear, marketers are shifting focus to promotions, events and direct marketing, according to the latest IPA Bellwether report.
Saga cuts marketing spend by £4m amid ‘cost-efficient’ push
Niamh CarrollSaga cut marketing spend by £4.2m in 2024, pausing investment in some areas of its insurance business in a challenged market.
Asos reduces reliance on promotions as ‘transformation’ continues
Niamh CarrollDespite revenues falling 18% year-over-year in the six months to March, Asos’s CEO insists the retailer is “delivering” against its turnaround plan.
‘Loud and clear’: Why Puma is undergoing a marketing ‘transformation’ and targeting Gen Z
Molly InnesPuma’s leadership team has been waiting for the moment the brand would “invest differently” in marketing, something top marketer Richard Teyssier is confident it is doing with new teams, fewer activations and bigger brand investment.