Month: April 2016

How M&S transformed its ‘schizophrenic’ food marketing

Sarah Vizard

Marks & Spencer’s global customer director Nathan Ansell admits that when he first joined the retailer in 2011 there was ‘something wrong’ in its marketing department. He says that a focus on strategy and brand positioning have helped food sales grow for the past 26 quarters, with M&S looking to replicate its food success in GM.

Airbnb’s marketing boss on polarising brands, mass tourism and why it wants to offer a ‘complete experiential proposition’

Leonie Roderick

Airbnb is rapidly expanding its service away from just offering accommodation to provide a full travel service as it looks to lure holidaymakers away from “mass produced tourism”. The brand’s CMO Jonathan Mildenhall talks to Marketing Week about being a polarising brand, maintaining its “millennial cool” and its plans for the future.