EDF Energy believes consumer perceptions of energy companies are improving, which has opened up an opportunity for the business to talk about more than just price in its new low carbon campaign.
As Citroën celebrates its centenary, its marketing boss is looking to the past and the future both of the car industry and marketing.
The gin market has exploded since Sipsmith started 10 years ago, and with competition rising the “pioneer” of craft gin is hoping to “supercharge” its brand.
The latest opinion on the world of marketing, brand strategy and communications from award-winning columnist, marketing professor and marketing consultant Mark Ritson.
By unveiling that 007 will be a black woman in the next James Bond movie, the producers of the franchise have learned a lesson all brands should take heed of – brands that want to stay relevant and true to their identity must continue to evolve.
Paddy Power’s PR boss discusses its Huddersfield Town sponsorship, including the Twitter storm it caused following the launch of a controversial branded sash on the kit and how it was all part of a wider campaign calling time on football shirt sponsorships.
Vodafone is hoping to show a “confident and modern” brand as it launches a new campaign amid the rollout of both its 5G services and new rules that make it easier to switch mobile operator.
Birds Eye is launching a £2m marketing push on its recently launched range of meat-free burgers, sausages and meatballs as it looks to broaden the appeal of meat alternatives among families.
Adidas’ outdoor division is drawing on the expertise of its wider athletic business while at the same time flexing its creative muscle in an attempt to demonstrate the direction it can take the global brand.
Stephen Norman became managing director of the car marque last year after four decades in car marketing, and has spent the past 18 months repositioning the floundering car brand.
With sustainability at its core rucksack specialist Osprey is focused on making one product as good as it can be, but is expanding into new markets such lifestyle in a bid to extend its brand.
CMO Cheryl Calverley eschewed the usual agency model for a more flexible set-up in its first major campaign to bring the Eve brand to life.
Marketing Week columnist Mark Ritson on how Apple defined the three core tenets of its brand position – simplicity, creativity and humanity – to celebrate what made it different.
As the UK’s first ‘virtual’ bank, First Direct knew it had to take a radically different approach to marketing, to ensure it not only stood out but was trusted by consumers.
Sipsmith’s global marketing director Kate Moorcroft maps out the premium gin’s journey and how 10 years on the brand is ready to “supercharge” from a benchmark brand to a leader in its own right.
The health and beauty retailer is planning to revamp initiatives including its loyalty scheme and introduce new ranges such as food-to-go as it looks to expand its offering and bring new customers in.
The UK’s second biggest brewer Molson Coors wants its marketers to be closer to their target consumers, whether through a new premium marketing hub or a new positioning for Carling that focuses on local communities.
Ikea’s innovation and sustainability commitments have positioned it above competitors in consumers minds, earning it a nomination for Marketing Week Masters Brand of the Year, powered by YouGov.
It’s great that brands are stepping up to champion LGBTQ+ rights and support these communities with Pride-related activity, but creating a rainbow coloured product is simply not enough.
Marketing Week columnist Mark Ritson explains how P&G’s Febreze went back to basics to understand how it could reclaim its key brand attribute in what had become a generic category.