WhatsApp looks to calm privacy fears with first international campaign
Manny PhamWhatsApp is aiming to highlight the fact it holds user privacy in high regards and show how its service actually works as it launches its first global campaign.
Colgate launches sonic identity as it shifts focus from function to emotion
Manny PhamColgate believes sonic branding will be key to driving emotional engagement and will be used as a test case within the Colgate-Palmolive portfolio.
How Peperami is ‘moving the brand on’ to appeal to a wider audience
Manny PhamResearch and innovation have been key to Peperami’s growth strategy as the brand launches a campaign featuring Rio Ferdinand to showcase its revamped look and new products.
William Hill dials up marketing spend to chase ‘global brand’ status
Charlotte RogersOn a mission to become a global household name, William Hill is betting big on its brand with a new campaign and updated identity focused on the social side of gambling.
KFC on why advertising is rarely the answer for a troubled brand
Marketing Week ReportersKFC’s CMO Meghan Farren admits the fast-food giant lost its way a few years ago leading to a drop in sales, but rather than simply throwing money at advertising the brand dug deeper to get to the root of the problem.
How Three’s top marketer plans to shake off its challenger image in the UK
Manny PhamThree’s Aislinn O’Connor now heads up marketing for the UK as well as Ireland, where it is the second biggest player. She plans to more than double the mobile operator’s customer base in the UK by bringing over her blueprint for marketing.
From functional to emotional: Amstel serves up Nadal to stand out from low alcohol crowd
Manny PhamAmstel’s global brand director says the brand’s latest campaign is a move to differentiate from rivals who pitch the functional benefits of low ABV drinks.
How hotel giant Accor plans to ‘reignite’ consumers’ love of travel
Charlotte RogersSpanning chains from Ibis to Fairmont, the Accor hotel group is hoping to capitalise on pent-up demand for leisure travel with a global campaign and wider shift to everyday relevance for its 68 million loyalty members.
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.
Bud Light on why its ‘fun brand personality’ will be key to cracking hard seltzer
Manny PhamWith the launch of Bud Light Seltzer, Budweiser wants to use its trademark humour to demystify hard seltzers and become a leader in the nascent UK category.
Malibu on why consistency drives growth
Manny PhamMalibu saw “exceptional growth” in the last 12 months and “rejuvenated” interest in the brand thanks to product innovation and its long-term marketing strategy.
Walkers and Paddy Power on bringing humour back to marketing
Charlotte RogersWe may be living through a pandemic, just emerging from lockdown and fresh from a global crisis, but Walkers and Paddy Power believe now is the right time for marketers to regain their sense of humour.
Britvic’s CMO on how marketers can be ‘engines of growth’
Manny PhamBritvic will spend £6m on marketing its squash brand Robinsons this summer to capitalise on the brand’s recent growth.
FA unveils new look Three Lions to unite elite and grassroots game
Matt BarkerFeaturing a revamp for those celebrated Three Lions, the FA’s England Football brand includes a digital hub aimed at promoting inclusivity and connecting the grassroots and elite game.
Why one beer brand is on a mission to remove the ‘silliness’ from craft
Manny PhamLion Little World Beverage’s marketing director wants the company to be a top three craft beer brand by 2023 and he believes the way to do that is distancing itself from the sector’s “pretentious image”.