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
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 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 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.
One consequence of being called ‘CMO’ is that you get approached from all parts of the industry, asking for your opinion.
In a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?
Greenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.
Leadership, communication and strategic thinking are the skills most prized by CMOs, according to new research, with functional experience lagging further behind.
Exclusive data from IPA Bellwether shows more brands are expecting job losses this quarter compared to last.