Virgin Media on avoiding ‘innovation for the sake of innovation’
Michaela JeffersonMarketing director Amy Gilbert explains how the broadband firm ensures its marketing innovations are relevant, credible and connected to the brand.
Michaela Jefferson
Meet the challenger brand recreating the local pet shop experience online
Michaela JeffersonGrowing online retailer Paws.com is using both technology and a medically-trained customer service team to create a “personalised wellbeing service” for cats and dogs.
Britvic ramps up marketing activity to drive long-term ‘growth ambitions’
Michaela JeffersonBritvic is using its “highly relevant” marketing strategy to maintain the momentum of its core brands, while expanding its portfolio to move into new growth areas.
Marketing bodies react as government commits to new digital legislation
Michaela JeffersonThe planned introduction of new digital competition rules and a new UK data protection regime heralds “enormous change” for the advertising sector, ISBA says.
Why major brands are pledging to make pitching more ‘positive’
Michaela JeffersonISBA and the IPA’s newly launched Pitch Positive Pledge aims to ensure all pitch processes are necessary, efficient and mindful of mental health.
Sage CMO: B2B businesses ‘underestimate’ the power of brand
Michaela JeffersonWith B2B customers only in market 5% of the time, Sage has taken a long-term focus on brand building to drive sustainable growth.
NatWest, Just Eat and Camelot join brands competing in marketing ‘Sprintathon’
Michaela JeffersonBrands, agencies and media owners are all invited to put a team forward for the charity event, which raises money for cancer research and to support future marketing talent.
UKTV CMO Simon Michaelides departs after 10 years to join travel industry
Michaela JeffersonMichaelides is to join cruise and tour operator Riviera Travel in August as its first chief customer officer.
Channel 4: Advertisers are ‘right to be worried’ about privatisation
Michaela JeffersonChannel 4 has made public its proposed alternative plan to privatisation, as it reports a record-breaking performance for 2021.
How Direct Line is making its advertising work ‘harder than ever’
Michaela JeffersonAmid the rising cost of media, Direct Line is ensuring the continued success of its campaigns with team collaboration and “interrogative” agency conversations.
‘It’s about long-term value’: How brands are tackling effectiveness measurement
Michaela JeffersonAs new DMA research claims a 23% decline in marketing effectiveness and an overreliance on “vanity metrics”, marketing bosses at WW and Salesforce explain their approaches to measurement.
‘A new narrative for menopause’: Tena and Channel 4 unveil Diversity in Advertising prize-winning campaign
Michaela JeffersonThe ‘#LastLonelyMenopause’ campaign highlights some of the realities of the menopause in ways it says have not before been seen in British TV advertising.
Unilever to price ‘aggressively’ to protect brands from inflationary pressures
Michaela JeffersonCEO Alan Jope has promised to maintain “strong” investment in Unilever’s top brands, particularly in ensuring its media spend stays at “competitive levels”.
Why Sage is swapping B2B for ‘human to human’ with the launch of its first brand purpose
Michaela JeffersonBusiness decisions might seem logically and rationally driven, but for smaller businesses these decisions are “actually very emotional”, Sage CMO Cath Keers says.
How Direct Line plans to create new category ‘entry points’ with its latest brand campaign
Michaela JeffersonHaving won the Marketing Week Awards Grand Prix for its brand platform last year, Direct Line has launched a new campaign to shift perceptions even further.