John Lewis, Selfridges, M&S and Next have all taken different approaches towards the reopening of non-essential retail this week, but the real trial lies in the weeks and months ahead.
M&S wants to show consumers how far it goes to ensure food is sourced ethically and responsibly, with its latest campaign based on insights gleaned from social media.
The online fashion retailer grew its sales by 24% over the first half of its financial year, after boosting digital marketing spend to raise brand awareness and drive traffic to the platform.
As he steps down as CMO, Machado is leaving the fast-food brand in better health than when he started – but there’s still a considerable challenge ahead for his successor.
After weathering the storm of the pandemic to record a pre-tax profit of £342m, Next plans to prioritise marketing its online business through almost exclusively digital channels.
Isaacs joins the supermarket brand as the John Lewis Partnership undergoes a head office restructure, with part of her remit to explore opportunities to bring the Waitrose and John Lewis brands closer together.
H&M group recorded a pre-tax loss of more than £100m in the first quarter of 2021, but has highlighted customer loyalty, sustainability and online as areas of growth.
RB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
The best way of measuring digital marketing’s brand impact is to use “old school” methods such as econometric analysis, brand lift studies and customer research, according to Jerry Daykin.
Economist Grace Kite urges marketers to get under the bonnet of their econometric modelling to ensure the work is robust and doesn’t go to waste.
CMOs and marketing managers must manage their time effectively and complete a brand diagnosis within their first six months on the job, says Ritson.
The social media platform’s top marketer, Andréa Mallard, argues that insights and data should be used to inform ideas, not looked towards to provide answers.
NatWest Group CMO Margaret Jobling reveals the key insights behind the launch of the bank’s new brand platform ‘Tomorrow Begins Today’.
A monitoring sweep by the regulatory body found an “unacceptable” level of influencer posts are failing to stick to the rules.
Brands boycotting media owners and channels over ethical concerns run the risk of being exposed as hypocrites, warns Mark Evans.