‘Up is not the only way’: Samsung’s top marketer on the value of breadth
Matthew ValentineSamsung Electronics’s Sharon Hegarty says breadth of experience can be as important as simply moving upwards when it comes to shaping a career.
Why marketers need more input to ensure the price is right
Matthew ValentineConsumers rethink what value means in times of crisis. Do marketers need to be more involved when brands do the same?
How Tesco used social media to drive emotional resonance
Matthew ValentineTesco achieved consumer engagement and sales uplift by putting an emotional spin on a price-driven campaign
How Diageo kept bartenders’ spirits up during lockdown
Matthew ValentineDiageo launched a global online training programme for bartenders to keep one of the most social work communities together during lockdown.
Meet the ‘transformative’ brand-NGO partners pushing for systemic change
Matthew ValentineCorporate-NGO partnerships have become increasingly important as brands seek to live up to their purpose during a year characterised by Covid-19 and global calls for social justice.
How Skipton’s marketers used insight to win over its leadership team
Matthew ValentineSkipton Building Society had to convince its own stakeholders of the value of brand investment to secure a budget for a successful campaign.
How Chelsea FC increased fan loyalty off the pitch
Matthew ValentineChelsea Football Club can only accommodate a tiny fraction of its fan base at its stadium, so launched a mobile app to drive engagement across the world on match days and beyond.
GE CMO Linda Boff on why marketers are the ‘soul’ of the business
Matthew ValentineThe GE CMO wants marketers to realise they are the “soul of the company” and find a way to work without fear, despite the challenging circumstances.
3 questions I wish I’d asked as a junior marketer: Pinterest CMO Andréa Mallard
Matthew ValentineTo become a modern marketing leader, you must be prepared to ask yourself tough questions, says Pinterest’s CMO Andréa Mallard, not least are you prepared to tell – and listen to – the truth?
How Boots used influencers to get Gen Z to spend more on beauty
Matthew ValentineBoots launched a platform to engage young shoppers and help them rethink the retailer as a beauty destination.
Is Covid-19 giving brands a new perspective on Brexit?
Matthew ValentineCovid-19 may have put Brexit strategy on the backburner, but has the existential threat posed by the pandemic recalibrated how brands view Britain’s exit from the EU?
Reddit on why brand safety is ‘not an issue’ on its platform
Matthew ValentineConfident brand safety will not be an issue on its platform, Reddit is branching out to the UK in a bid to serve its second biggest market.
Consumers open the door to DTC success in a post-pandemic world
Matthew ValentineBrands have seen a boom in direct-to-consumer sales as Covid-19 has impacted on the shopping journey, with increasing numbers of consumers experiencing the benefits of going direct, according to new research from BBH London.
Why Greggs borrowed fashion’s ‘drop culture’ to launch its vegan steak bake
Matthew ValentineGreggs used the element of surprise for its first foray into vegan products. The follow-up required a different strategy.
John Lewis poised to unveil ‘modernised brand purpose’
Matthew ValentineJohn Lewis chairman Sharon White kicks off a review of the brand purpose in a bid to gain a deeper understanding of the issues motivating customers.