Greater confidence in measuring effectiveness, combined with a rising level of creativity, has convinced the drinks giant to increase its marketing spend as it looks to become a DTC market leader.
The pandemic has brought about a dramatic reimagining of the 9 to 5, but with definitions of flexibility ranging from hybrid to fully remote, what will marketers’ working lives look like in 2021 and beyond?
A strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
New research shows B2B marketers are missing opportunities by focusing on sales that will never happen, instead of targeting long-term goals.
Rocked by the pressures of Covid-19, the UK hospitality sector is hoping to bounce back with a new breed of restaurant brands, just as delivery services ramp up their pursuit of post-lockdown growth.
Gap’s brand has lost value and shine culminating in the closure of all its UK stores but experts say it is not beyond rescue.
While M&S and Next can see a profitable future in selling third party brands, has John Lewis got its strategy wrong?
Planning a leap forward in both product and brand image, Skoda is looking to target a new customer base with the launch of its fully electric model.
After notching up a 21,500% annual increase in users, period care brand Yoppie puts the strength of its community firmly at the heart of its growth story.
Marketers at the top of their game possess 10 key traits, according Mark Ritson, from the willingness to trangress, an affinity with simplicity and an understanding that strategy means sacrifice.
As we move increasingly into virutal worlds and the very notion of self changes, brands must prepare for a time when personal brands usurp corporate brands, predicts futurist Tracey Follows.
Focus groups are “incredibly unhelpful” in the market research mix, according to Santander UK chief customer and analytics officer Saj Arshad, who believes new methodologies are proving to be more effective.
Established brands from the worlds of FMCG to automotive have used the pandemic as an opportunity to accelerate their ecommerce plans and make a DTC debut.
Volvo has avoided the slump in the wider automotive sector and grown its UK sales of new cars by 15%, attracting a younger, urban customer with a mixture of flexible subscriptions, electric models and a DTC push.
Consumer confidence is on the verge of returning to positive territory for the first time this summer.