Lend me your ears: Why marketers are opting for sound over vision
Matt BarkerIn an age of image fatigue, audio is fast becoming a favoured medium for brands looking to up the emotional engagement.
European Super League will need to convince brands of its authenticity
Matt BarkerThe proposed league format takes many of its pointers from the hugely successful US sports model, but can it win over local fans and brands, or is the reputational risk too high?
‘Inconsistency will be our consistency’: How MTV’s logo smashed the old world order
Matt BarkerWhen the iconic channel launched 40 years ago this summer it didn’t just change popular music, it also helped pave the way for a new visual language in advertising, marketing and beyond.
Zoopla unveils brand revamp as it taps into UK’s ‘property obsession’
Matt BarkerThe property company’s CMO Gary Bramall wants to unlock the positivity of moving home with a brand refresh designed to reflect his vision of a “holistic Zoopla”.
Aviva relaunch looks to ‘weaponise’ the brand’s emotional power
Matt BarkerAs Aviva kicks off a high profile brand relaunch and repositioning, group brand reputation director Raj Kumar sees a brighter future for both the company and its customer base.
Bob Hoffman: ‘Devious ad tech weasels’ are making marketers look like fools
Matt BarkerBob Hoffman, aka the Ad Contrarian, argues that after 10 years of scandal, trauma and confusion, scepticism is a desirable trait for marketers.
Taking a punt and planning for the unplanned: How Little Moons made the most of TikTok fame
Matt BarkerLittle Moons marketing director, Ross Farquhar, explains why preparation allowed his team to take advantage when the mochi ice cream brand suddenly went viral.
Dr. Martens on why every customer thinks they’re the CMO
Matt BarkerThe iconic footwear brand has found a way to bring the digital and analogue worlds together to keep its community of die-hard fans engaged and celebrate 60 years of ‘rebellious self-expression’ under lockdown.
How Knorr plans to change consumer behaviour and ‘create a global movement’
Matt BarkerThe stock brand has cooked up a plan to change the way we eat, but can it really persuade an international audience to think differently?
Pret launches first grocery range in Tesco
Matt BarkerPret is expanding into packaged goods as part of its transformation plan and move away from its store-first strategy.
Morrisons hails Amazon partnership a ‘kicker for sales’
Matt BarkerDespite a spectacular fall in profits, CEO David Potts praised the supermarket group’s entrepreneurial spirit and online growth, which has been helped by its tie-up with Amazon, with speculation mounting around a possible takeover.
M&S sees alumni network as latest sign of digital transformation
Matt BarkerDescribing culture as the “core of its transformation”, Marks & Spencer sees its new alumni network as not just a way to reunite old colleagues, but as a handy tool for planning and strategy.
Pret ramps up digital focus with shift away from ‘shops first’ mentality
Matt BarkerThe sandwich chain is on the hunt for a new global creative agency to aid its ongoing digital transformation and wider transition to a post-lockdown world.
Growth Hacks: Mindful Chef on the art of going with it
Matt BarkerOpting for a growth market, nailing the core proposition and focusing on creative optimisation have proved to be the foundation of success for Mindful Chef, explains co-founder and CMO Giles Humphries.
UK marketers brace for full force of Brexit
Matt BarkerFew are expecting Brexit to have any positive effect, but marketing functions do at least appear to be afforded greater importance within an organisation and spend is set to increase in 2021.