Brands 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.
As 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?
Ladbrokes 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.
FMCG giant Mars is extending its internal incubator programme into brand development after its success in testing new marketing ideas.
Michelle 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.
Amid 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.
Grocery 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.
Michelle 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.
Bringing back a daytime TV favourite proved to be a winning strategy for Tesco.
The opportunities for brands on both sides of the East/West divide are appealing, but understanding the cultural nuances is vital to cash in on the potential of Chinese commerce.
Following its £170m acquisition of the Kings Mall in London’s Hammersmith, Ikea is on a mission to rejuvenate UK retail. But what does this mean for the wider shopping centre sector?
Does the latest retail carnage on UK high streets mean the sector has hit rock bottom? A hardening of attitudes to discounting may show that reality has started to bite.
The Inside Story: On a mission to break the mould, Lastminute.com’s guerrilla-style marketing and fierce challenger brand mentality, laced with lashings of humour, helped disrupt the travel industry forever.
It was an unorthodox career path that led Meghan Farren to become CMO of KFC UK and Ireland, which is why she believes being bold enough to take calculated risks can pay off in the long run.
Brands across the marketing spectrum are reaping the rewards of joining forces with design at the start of the strategic process.