Lucy Handley

Features Writer

Q&A: Christina Smedley, PayPal

PayPal logo

As Paypal’s vice-president of global brand and communications, Christina Smedley is putting customer experience at the centre of its positioning. This included an above-the-line campaign earlier this year running on tv and outdoor, with straplines such as ‘less paying, more playing’.

Five ways to revitalise your brand

Dove's Real Beauty Campaign

Being an established brand can be a curse as well as a blessing, according to RKCR/Y&R’s Brand Asset Valuator, a survey the advertising agency has run for 21 years. Between 1993 and the year 2000, 66 per cent of brands declined in value while only 7 per cent of those recovered between 2000 and 2014, explained the agency’s chief executive Ben Kay at a recent event.

How to sell a brand

Hot property

When GSK sold Lucozade and Ribena to Suntory, the new entity’s UK & Ireland marketing director Carol Robert was at the heart of the process.

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