‘People don’t know who we are’: One banking business on its shift to brand building
Daniel WilliamsWise has driven much of its growth to date through word of mouth, but having evolved its proposition, the international banking platform believes now is the time to launch its first global brand campaign as it looks to build awareness.
‘The clock is ticking’: CMOs on the merits of succession planning
Daniel WilliamsSome CMOs are “selfish” staying in their posts too long and not letting others progress, suggests Asahi CMO Grant McKenzie.
UK ad spend hits £36.6bn in 2023 amid real terms contraction
Daniel WilliamsWhile the UK’s ad market grew 6% in 2023, total growth when discounting high inflation rates was -1.2%, according to the latest report from the AA and WARC.
Lego brand director: Purpose drives pricing power
Daniel WilliamsInclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.