Safety first: How Covid-19 is transforming customer journeys
Matthew ValentineCustomer journeys are changing rapidly under lockdown, as digital adoption accelerates and safety becomes the number one issue in physical retail.
Measure for measure: How lockdown has changed marketing KPIs
Matthew ValentineAs traditional measures of success are being challenged by the Covid-19 crisis, brands are developing new KPIs to assess the effectiveness of their teams.
‘The virus caught people off guard’: How SMEs are fighting to survive Covid-19
Matthew ValentineFrom cash flow to furlough, soaring demand and the shift to browsing behaviour, small and medium-sized businesses are finding themselves uniquely challenged by the coronavirus crisis.
One marketer on why the Army was perfect training for his career
Matthew ValentineFive years of ‘Boy’s Own Adventures’ with the Army proved good training for a career in marketing, says brand marketing director EMEA at web domain provider GoDaddy, James Eadie.
Brands go direct to consumer to capitalise on ecommerce surge
Matthew ValentineFrom Heinz to Aldi, brands across the marketing spectrum are accelerating their shift to ecommerce in response to the unfolding coronavirus crisis.
Comfort in a crisis: How brands can help us feel better
Matthew ValentineIn an age of lockdown and uncertainty, consumers have got a taste for nostalgia as they look for brands to offer a much-needed dose of comfort.
Conscious consumerism: How brands are rising to the challenge
Matthew ValentineFrom cutting back on red meat to upcycling clothes, conscious consumerism is on the rise and it has very real implications for brands across a variety of sectors.
Price premium: How brands are challenging the category norms
Matthew ValentineBrands from Nespresso to Seedlip are reframing the way consumers think about their products, shifting outside their traditional categories to claim a larger share of shoppers’ wallets.
Are brands living up to their purpose during the coronavirus crisis?
Matthew ValentineAs purpose is put to the test in the midst of the global Covid-19 pandemic, which brands are stepping up and which are missing the mark?
‘Most gambling ads are disposable’: Why Ladbrokes and Coral are relaunching their brands
Matthew ValentineLadbrokes and Coral are hoping to shift away from the gambling sector’s “disposable advertising” with a focus on entertainment they hope will build longer term brand affinity.
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Mars creates internal incubator programme for brand launches
Matthew ValentineFMCG giant Mars is extending its internal incubator programme into brand development after its success in testing new marketing ideas.
How joining Harrods at 16 turbocharged one marketer’s career
Matthew ValentineMichelle D’Vaz Plant began her career by tackling barriers head-on from her first job application to Harrods aged just 16, to getting to grips with airport retail and working for Dragon’s Den entrepreneur Peter Jones.
How brands are cleaning up the ‘wild west’ of influencer marketing
Matthew ValentineAmid claims of fake followers, bots and over-inflated reach, the brands sticking by influencer marketing are seeking greater transparency, stronger engagement and more meaningful relationships with the talent.
Why Sainsbury’s is betting on convenience with new store format
Matthew ValentineGrocery retailers like Sainsbury’s and Marks & Spencer are hoping to tap into the growth of convenience culture as they attempt to claim a greater share of spend among urban shoppers.
One marketer on how an apprenticeship took her all the way to the top
Matthew ValentineMichelle D’vaz-Plant kicked off her marketing career as an apprentice at Harrods aged just 16. Now head of marketing at the London Designer Outlet, she wants the next generation of apprentices to give the industry a much-needed shake-up.