Weetabix: ‘Brave work comes through creating an environment where it doesn’t feel brave’
Michaela JeffersonHead of brand Gareth Turner explains how adopting a more innovative approach to marketing is helping Weetabix to grow over the long term.
Marketing Week to reveal secrets of advertising effectiveness in new series
Michaela JeffersonIn partnership with the Advertising Association and Kantar, Marketing Week will reveal the month’s most effective advertising campaign and share what marketers can learn from it.
Ad industry faces exodus of diverse talent if inclusion efforts aren’t improved
Michaela JeffersonAs the All In Census reveals a stark lack of inclusion in the industry, the Advertising Association has an action plan focused on improving the experience of black, disabled and working class employees.
How M&S is ‘turbocharging’ customer experience across the business
Michaela JeffersonThe retailer is looking to amplify the voice of the customer as it continues on its path towards transformation.
How shifting away from a ‘one to many’ model helped Sky boost consideration
Michaela JeffersonThe broadcaster partnered with the likes of Netflix, Disney+ and YouTube for its recent Sky Q campaign, in which it created bespoke ads for different groups of TV viewers.
Mastercard: Businesses that undermine marketing are setting themselves up to fail
Michaela JeffersonWith a “tsunami” of new technologies incoming, marketing is about to become more important than ever, argues Raja Rajamannar. So how do marketers regain their place at the table?
How Specsavers’ new CMO plans to ‘add more meaning’ to the brand
Michaela JeffersonAfter nine years leading marketing at Ikea, Peter Wright has ambitious plans to grow the Specsavers brand using his global expertise, purpose-driven mindset, and hands-off approach to leadership.
Channel 4 hires Eurostar’s Amber Kirby as marketing director
Michaela JeffersonThe creation of the marketing director role sees CMO Zaid Al-Qassab take on expanded responsibilities heading up the marketing and viewer experience division, part of a reshuffle first announced in January.
‘We needed to up our game’: Sports Direct hikes brand focus with football-themed campaign
Michaela JeffersonCMO Beckie Stanion hopes to change consumer perceptions of Sports Direct with its second ever brand campaign, which celebrates the unifying power of football ahead of the Euros.
Marketers urged to ignore ‘false boundaries’ of brand and performance
Michaela JeffersonDiscovery reveals the holistic approach it took when launching its streaming platform earlier this year, as effectiveness expert Tom Roach questions the validity of separating brand and performance.
M&S hails early success of Ocado tie-up despite major group loss
Michaela JeffersonM&S recorded a £201.2m loss for the last year, but with Ocado’s strong performance and a shift in marketing strategy, CEO Steve Rowe believes the retailer’s transformation strategy is at an “inflection point”.
‘We can’t rest on our laurels’: John Lewis’s top marketer on transforming the business
Michaela JeffersonCustomer director Claire Pointon outlines marketing’s role in John Lewis’s revamped business strategy, which includes a new pricing architecture, “reimagined” high street stores, and bringing the Waitrose and John Lewis partnership closer together.
Two-thirds of marketing employers plan to hire this year as Covid tails off
Michaela JeffersonMarketers are equally keen to move jobs, new research reveals, as career expectations change to reflect the fundamental shifts brought about by the pandemic.
John Lewis highlights price in first push for own brand value range
Michaela JeffersonThe Anyday range has been described as a “critical element” in the retailer’s £800m turnaround strategy, as it looks to appeal to a broader group of shoppers with competitive prices.
Starling Bank: ‘Everything we do is around driving brand awareness’
Michaela JeffersonAs it launches a new product-focused campaign to drive awareness and consideration, head of brand Rachel Kerrone explains why Starling will not use an “off the shelf” approach to advertising.