Why brands are honing the art of frugal innovation
Brands are harnessing the power of ‘frugal innovation’ to create value by working smarter with fewer resources, while improving the customer experience.
Creative direct mail boosts brand engagement among younger consumers
Steve HemsleyFor young adults living at home with their parents, receiving mail in the post is a novelty in a world where most of their communication is digital, reports Steve Hemsley.
Secret Escapes CMO on driving acquisition through personalisation
Charlotte RogersHarnessing the power of data to develop a single customer view and drive personalisation is a big focus for online holiday provider Secret Escapes, which following a £41m cash injection is aiming to become a multi-billion pound company by 2020.
Why Virgin is launching a loyalty app to unite all its UK businesses for the first time
Sarah VizardVirgin is uniting all its UK businesses under one loyalty programme for the first time as it looks to boost engagement with its customers and give them a reason to pick Virgin over its competitors.
Lego brand director: Purpose drives pricing power
Niamh CarrollInclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.
Nationwide: Marketers should stop framing advertising as an investment
Grace GollaschMarketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Retail media spend up 12% in 2023 as digital landscape shifts
Molly InnesOverall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Dr Martens brand boss: Marketing can ‘get in the way’ of product
Niamh CarrollChief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.