The third event in the Festival of Marketing’s Currency of Effectiveness series explored how marketers can make the case for investment in their business, with senior marketers explaining the importance of transparency in their relationships with stakeholders.
Maintaining strong branding can be a challenge for brands tapping into cultural moments, yet brand association was one of the key strengths of The AA’s ad.
Rather than letting Covid-19 put it off its stride, UKTV is investing in a major brand repositioning project as it looks to get match fit for the post-lockdown world.
The professionalisation of marketing has brought many benefits – but that innate ability to spin a yarn to capture the attention of the board has been left in the past.
Following a ‘surprise’ two-year high last month, consumer confidence has fallen.
Consumers often “shop around” in the UK supermarket sector, says Morrisons chief customer and marketing officer, Rachel Eyre. The supermarket hopes its price match will “reassure” customers to do more of their shopping with it.
Increased volume sales must be a “bedrock” of sustainable growth, Nestlé CEO Mark Schneider said, indicating the company must invest in marketing and innovation to achieve this goal in 2024.