Volvo on using its ‘creative superpowers’ to attract next generation drivers
Matthew ValentineTargeting some “fairly lofty growth aspirations” in 2022, Volvo plans to use its “marketing machine” to attract a new generation of customers.
Starling Bank on switching its marketing focus as it eyes IPO
Michaela JeffersonAs the business builds to a potential IPO, Starling Bank’s top marketer believes it is “more important than ever” that consumers understand the brand’s mission and values.
The key ingredient your brand – and sector – is missing
Helen EdwardsEvery sector has a blind spot in the experience that brands offer, and by addressing it you could gain a real competitive advantage.
Currys hails ‘strategic clarity’ of rebrand as profits grow
Manny PhamClaiming to have “completed the hardest yards” of its transformation, Currys is celebrating its decision to consolidate its four brands and become a “simpler, more focused business”.
Why Hofmeister is bringing back ‘George the Bear’ to front its crowdsourcing campaign
Manny PhamWith the help of its famous 90s mascot, Hofmeister raised over £632,000 with its crowdfunding campaign to fund the brewer’s marketing plans over the next few years.
Britvic preps CX centre of excellence amid marketing spend boost
Manny PhamWith plans underway to develop a centre of excellence for consumer experience, Britvic intends to ramp up its marketing investment and enhance its digital marketing capability in a bid to chase growth.
‘Punks with Purpose’ six months on: What’s the state of the BrewDog brand?
Manny PhamWhile YouGov’s BrandIndex data shows BrewDog has taken a significant hit to several brand health scores after claims of a toxic culture emerged, the long-term legacy of the revelations could be to its reputation as an employer brand rather than to sales.
‘It was a risk’: Lidl on its quest to conquer the UK by surprise
Charlotte RogersFrom grocery minnow with a perception problem to stealing chunks of market share from the ‘big four’, Lidl flipped the script in 2013 by ditching its established leaflet marketing strategy in favour of long-term creative idea ‘Lidl Surprises’.
Evolution not revolution: How Rimmel and Max Factor are repositioning for growth
Manny PhamBy repositioning Rimmel and Max Factor, Coty has been “redefining” what each brand stands for while staying true to their heritage, a move which is already helping to shift the dial, according to marketing director Ian McCarthy.
TUI on revamping its media strategy to ‘evolve’ past Covid crisis
Charlotte RogersDetermined not to let the crisis go to waste, the travel operator revamped its brand identity, rolled out new creative principles and changed the way it talks about brand spend to make a stronger case for investment.
Coty to ramp up marketing to ‘capitalise on momentum’
Manny PhamCoty says its cost cutting programme is enabling it to “reinvest more in marketing” as it looks to further boost sales during the critical Christmas period.
‘Reaffirming our credentials’: M&S’s marketing director reveals three year focus for clothing and home
Michaela JeffersonM&S’s Anna Braithwaite plans to build on the “good recovery” of the retailers’ clothing and home division this year and position the business as the home of style and curated fashion.
Xiaomi on going from cult smartphone brand to mainstream player
Manny PhamXiaomi may have only launched in Western Europe in 2017, but the Chinese smartphone brand is on a mission to become a mainstream name by shifting its marketing mix.
Johnnie Walker on the insight powering its 20-year old slogan
Manny PhamScotch whisky brand Johnnie Walker is thriving thanks to a combination of sustained investment, a switch to localised marketing post-pandemic and rich insight ensuring its long-term ‘Keep Walking’ platform remains relevant to consumers.
Facebook rebrands to Meta as virtual worlds become ‘new North Star’
Charlotte RogersAdmitting the previous brand name was too “tightly linked” to one product, CEO Mark Zuckerberg wants his business to become “metaverse first, not Facebook first” in a bid to graduate from social media to virtual worlds.