How brands have used lockdown as a testbed for DTC success
Matthew ValentineEstablished 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.
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.
The famous slogan has been revived for KFC’s latest advertising campaign, after a year on temporary hiatus as the brand responded to Covid-19.
The fast food chain’s CEO says maximising marketing “in a culturally relevant way” and a focus on simplicity and customer needs has helped it drive growth despite Covid.
Nut butter brand Pip & Nut puts its high speed growth down to obsessive attention to detail, quality control, making lists and squirrels.
Nobody has all the answers about how remote working will change jobs as the UK eases out of lockdown, but after a year of experiments brands now know which questions to ask.
From being identified in the Marketing Week Top 100 to gaining top grades on the Mini MBA in Brand Management, these marketers are at the top of their game.
The foundation of a successful marketing career is knowing what you want and running your own race, says UKTV chief marketing and innovation officer Simon Michaelides.
The three C’s of customer, competition and company may need to take a back seat to context, as brands adjust their KPIs to meet the demands of the Covid-dominated business environment.
Stella Artois is hoping to capitalise on the surge in consumer demand for trusted brands with the temporary return of its classic ‘Reassuringly Expensive’ tagline, as it celebrates the reopening of UK pubs.
The Belgian beer brand is seeking a return to its ‘innovative’ heyday with a fresh focus on artistry and a global rollout of its restaurant concept, Frites Artois.
The CEOs of Wagamana and Kerry Foods explain why an appreciation of internal comms and a thirst for innovation are important characteristics marketers must possess in the post-pandemic world.
BBH impressed the judges with the consistent application of its mission to achieve effectiveness through creativity, an approach which saw it named Marketing Week Masters Agency of the Year.
A positive reaction to the Budget, coupled with the UK’s successful vaccine rollout and a roadmap for the end lockdown, is putting consumers in the mood to start spending their ‘accidential savings’.