Danone on why marketers ‘could do more’ to push for sustainability
Matthew ValentineMarketers need to stop showing off and start knuckling down to help address sustainability targets, according to top marketers Danone, Asahi and Credit Suisse.
TUI unveils new brand platform in shift beyond ‘sun and sea’ image
Matthew ValentineAs travellers look to upgrade their holidays in search of post-Covid travel experiences, TUI is on a mission to broaden its offer beyond the package holiday.
Behavioural experts on the unchanging consumer versus the need for speed
Matthew ValentineThe context for consumer decisions is changing fast, but how we choose has evolved over millennia, so why are marketers obsessed with change?
Why retailers are switching on to the ‘currency’ of loyalty data in strengthening B2B ties
Matthew ValentineAs third-party cookies are phased out and the threat from ecommerce giants intensifies, retailers in search of new revenue streams are realising the potential of the data in their loyatly schemes.
Meet the digital brands staking their claim to the high street
Matthew ValentineOnce accused of killing off traditional stores, online retailers are ramping up their focus on physical retail as the worlds of online and offline merge post-lockdown.
Growth Hacks: Skin Proud on why credibility is crucial
Matthew ValentineLaunching under lockdown, skincare startup Skin Proud has seen sales grow by 1,284% over the past 18 months after attracting stockists such as Boots and Walmart with its purpose-driven stance.
Coca-Cola to shift focus from broadcast to experiences under new brand platform
Matthew ValentineCoke’s new tagline ‘Real Magic’ marks the first new global brand platform since 2016, as the company promises changes in the way it communicates.
Citroën, Accor and JCDecaux unveil ‘innovative’ urban mobility solution
Matthew ValentineThe new Urban Collëctif brand has designed three autonomous, fully electric vehicle concepts built around technology developed by Citroën.
Embracing ambiguity and self-awareness: The key attributes of today’s marketing leaders
Matthew ValentineMarketing leaders have been tested by Covid-19 in ways they could never have imagined, but an ability to deal with ambiguity, show empathy and understand their personal ‘why’ means they continue to thrive.
3 questions I wish I’d asked as a junior marketer: Sky’s Dave Stratton
Matthew ValentineAsking yourself if you are proud of the work you’re producing and its impact on wider society is an important lesson for young marketers, says Sky marketing director Dave Stratton.
The plight before Christmas: Why marketers need to manage expectations around supply shortages
Matthew ValentineFollowing the latest bout of supply chain issues and shortages, do marketers need to prepare consumers for some difficult choices this Christmas?
Why luxury label Balmain wants to act like a media brand
Matthew ValentineDescribing entertainment as a new strategy for communicating its values, fashion house Balmain believes scripted drama is the future of brand storytelling.
‘Tested on real curves’: How Dove made us see beauty differently
Matthew ValentineRewind 17 years and having faced up to the beauty industry’s “dark side”, Dove knew it needed to break down barriers within the company and wider society if it was serious about championing real beauty.
Marketers see ‘reasons to be cheerful’ as consumer confidence holds up
Matthew ValentineConsumer confidence remains stable – and significantly healthier than this time last year – as shoppers ramp up plans to save with a view to the future.
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Diageo ups marketing spend as confidence in effectiveness soars
Matthew ValentineGreater 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.