Inside Virgin Money’s plan to build a consumer, not just a bank, brand
Sarah VizardVirgin Money is hoping a focus on music sponsorship and ‘taking the fear out of finance’ can help it take on the old guard of high street banking.
Owning an occasion: How brands are standing out during Covid-19
Matt BarkerThe ability to anticipate and satisfy consumer needs in a rapidly changing market will be key to success during the pandemic and beyond, as the likes of Mastercard and Budweiser have shown.
Cancer Research UK: We’ve never needed people’s help like we do now
Sarah VizardThe charity is expecting a £150m funding shortfall this year, but is trying to see not just the risk but the opportunity that the coronavirus crisis offers.
MoneySuperMarket launches campaign that was postponed due to coronavirus
Sarah VizardThe price comparison website was originally going to run the campaign in late March but is now launching it almost three months later amid signs of the UK getting back to normal, albeit with an economic recession looming.
Marketoonist on hashtag activism
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketoonist on why TikTok is not a good fit for every brand
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
How brands are tackling their reopening marketing strategy
Charlotte RogersIn a bid to devise the best reopening strategies post-lockdown, brands are using behavioural insight to help them strike the right tone amid the collective trauma of Covid-19.
Watch: The Marketoonist on the importance of humour right now
Marketing Week ReportersAs coronavirus continues to impact marketers’ behaviour, Tom Fishburne explores why humour is important in tough times both for communicating with customers and your teams.
‘Now is not the time for sales metrics’: Maltesers on bringing the ‘light side’ to lockdown
Sarah VizardMaltesers’ new campaign aims to tackle the challenges of lockdown through humour as it takes the long-term view on marketing through coronavirus.
Marketing Week Explores: How MoneySuperMarket pivoted to reflect the ‘economic mood’ of Covid-19
Marketing Week ReportersIn this latest edition of Marketing Week Explores, MoneySuperMarket and creative agency Engine discuss how they joined forces to develop a new campaign in a matter of weeks to support customers during the coronavirus pandemic.
‘We wanted to do the opposite of everyone else’: How BT is demonstrating its purpose during the pandemic
Sarah VizardBT’s new campaign aims to teach the nation vital digital skills as it looks to play a role as a public service communicator during the coronavirus pandemic.
Anna Hill on leaving Disney and ‘leaning out’ of marketing
Molly FlemingAfter two decades at Disney where she climbed the ladder to become UK marketing boss, Anna Hill decided to swap entertainment for the world of wellness with a switch to general management at WW (formerly Weight Watchers).
Reinforce your brand to communicate who you are in uncertain times
John HughesMaintaining a strong brand image and communicating it to the right target audiences is crucial to getting through the current crisis, and automation can keep these wheels turning as your focus is dragged elsewhere.
Leon on its new mission – feeding the NHS
Charlotte RogersAs the Covid-19 pandemic escalates nationwide, Leon has revamped its business model in a bid to feed frontline NHS workers.