Nationwide CMO Sara Bennison: ‘Evolve or become the next Woolworths’
Nationwide is in the midst of a brand overhaul, with CMO Sara Bennison suggesting it will have to keep on evolving if it is to avoid becoming ‘the next Woolworths’.
Nationwide brings back building society branding as it looks to become leader in a ‘tarnished market’
Leonie RoderickNationwide is to include ‘building society’ in its brand name for the first time as it looks to “raise its heads” above the rest of the sector and better articulate what makes it different.
Nationwide: ‘Sometimes brands can do more with a Snapchat geofilter than a 90-second TV ad’
Thomas HobbsHaving launched a bespoke filter to target students getting their A-Level results, Nationwide says Snapchat can be more impactful at targeting millennials than costly above-the-line campaigns.
Nationwide hires Barclays’ Sara Bennison as CMO
Russell ParsonsNationwide has hired Barclays’ Sara Bennison as chief marketing officer – a new role that will see her sit on the mutual’s executive committee.
Tesla’s marketing team cuts and McDonald’s stillness: 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 Elon Musk sacking Tesla’s 40-strong marketing team to McDonald’s shining a light on the power of ‘stillness’, it’s been a busy week. Here is my take.
Nestlé steps up innovation after ‘less energy’ devoted to it during inflation
Niamh CarrollThe FMCG giant is looking at “new category opportunities” as it looks to regain market share and tackle the threat of private labels.
‘Show you we know you’: Morrisons’ CMO on its mission to win customers back
Grace GollaschMorrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its offer to get more people “voting with their feet”.
Marketers need to accept they are no more empathetic than anyone else
Andrew TenzerMarketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.