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.
Embracing flexibility: Brands on the new reality of the working world
Matthew ValentineThe 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?
How Team GB rewrote the rules of Olympics marketing on a shoestring
Matthew ValentineA 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.
Ehrenberg-Bass: 95% of B2B buyers are not in the market for your products
Matthew ValentineNew research shows B2B marketers are missing opportunities by focusing on sales that will never happen, instead of targeting long-term goals.
Why the hospitality sector is banking on new blood to drive recovery
Matthew ValentineRocked 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.