How Bodyform plans to tackle the ‘gender pain gap’
Manny PhamThe female hygiene brand’s latest campaign highlights the relatively unknown condition of endometriosis, a move to spur women to speak up about the pain suffered to cut diagnosis time.
Salary Survey 2021: Brand values and diversity commitments tested by the crisis
Matthew ValentineAmid the career disruption of the past 12 months, marketers are looking for their companies to prioritise diversity and inclusion, invest in brand values and commit to transparent internal communication.
Sainsbury’s drops ‘Live Well for Less’ as it shifts focus from price to value
Matthew Valentine‘Live Well for Less’ is being replaced with ‘Helping Everyone Eat Better’ as the supermarket looks to help consumers make healthier choices for themselves and the planet.
How Virgin Media plans to be seen as a ‘brand with purpose beyond profit’
Manny PhamVirgin Media’s Jeff Dodds outlines the brand’s strategy to boost diversity, support carers by facilitating better connections and reducing its environmental impact by 2025.
NatWest talks up ‘relationship bank’ status as Covid tests strategy
Manny PhamA year on from deciding to retire the RBS brand and reposition as the NatWest Group, the bank says it is progressing with its purpose-led strategy despite the strain of Covid-19.
Unilever’s marketing boss on why digital transformation should be led by marketing
Lucy TesserasIn her first major interview since taking on the top marketing job at Unilever, Conny Braams says the addition of digital to the CMO title has enabled her to accelerate the end-to-end digitalisation of the FMCG giant.
Tiers, tantrums and corona: How adland found its humanity amid a pandemic
Paps ShaikhBrands and CMOs – like their consumers – have recognised the greater importance of local communities and communications in the past year.
To make business more sustainable, focus on what you can change
Andrew GeogheganSustainability is not just a ‘hygiene factor’ for businesses but a crucial opportunity for change, so brands need plan their approach systematically.
Brands rally to support marketers struggling with mental health
Charlotte RogersWith motivation low, confidence knocked and resilience being tested by the latest lockdown, marketers are being encouraged to seek emotional support and open up about their mental health.
Nivea preps DTC site to capitalise on ecommerce surge
Matthew ValentineNivea is ramping up plans for a DTC offering to serve surging online demand, while at the same time unveiling a new brand purpose focused on the power of touch.
Mars: Our scale means we can make a real difference to gender equality
Matthew ValentineMars’s global marketing vice-president, Michele Oliver, says the initiative is not a competitive play, but part of a wider ambition to drive change.
Why Oatly ensures its marketing strategy is ‘consistently inconsistent’
Charlotte RogersWilling to take risks to grow the brand and push a sustainable agenda, Oatly is looking to spark friction with its “provocative” and unpredictable marketing strategy.
Brands must make all employees feel they belong – and marketers can help
Sue UnermanMany organisations’ efforts at diversity and inclusion are short-lived and tokenistic – driving real change requires recruiting to reflect society and tolerating no harassment.
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Cognitive dissonance, conmen and cults: The ways marketers delude themselves
Colin LewisWhether it’s the efficacy of brand purpose or the belief consumers are all socially liberal, we’re too easily lulled into marketing ‘cults’ that stop us seeing the world as it is.