The UK population is older and wealthier than it has ever been but in order to communicate with older consumers effectively marketers need to understand the diverging sets of retirees, new research finds.
Brands are failing to connect with mothers as marketing communications see them as mums first rather than women with children, a tactic that does not resonate with them.
Adding a distinct personality to verbal communication is a key differentiator for brands in a world increasingly saturated by visual messages.
Former Costa Coffee CMO Sarah Barron has been appointed to lead the newly-formed team, filling the role which has been vacant since ex-McDonald’s marketer Emily Somers departed last March.
Direct-to-consumer brand Thinx challenged people to think differently about menstruation.
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Mastercard’s Raja Rajamannar set up a risk management function within marketing three years ago, which has enabled the business to better cope with the fallout of the pandemic.