Why brands must earn consumers’ attention to achieve purposeful growth
Steve HemsleyConsumers’ attitudes have changed so much due to Covid that brands must first earn their position in the cultural conversation before amplifying with paid media.
Not On The High Street’s marketing boss on seizing the moment after lockdown boom
Charlotte RogersDuring lockdown, Not On The High Street returned to TV advertising, grew its customer base by thousands and is in a position to recruit. Now marketing boss Ella d’Amato is on a mission to ensure this success is sustained.
Why brands need to stand their ground on sustainability
Morag Cuddeford-JonesMarketers and their agencies still struggle against business realities when trying to push the sustainability agenda, especially now survival is many businesses’ priority.
The FA’s marketing boss on the ‘rollercoaster ride’ of football’s new reality
Charlotte RogersFrom the postponement of Euro 2020 to the prospect of staging the first behind closed doors FA Cup final, former Pepsi marketer Kathryn Swarbrick has been on a steep learning curve since joining the FA in October.
How one startup is leading the fight against food waste
Ellen HammettToo Good To Go hopes it can make people feel as emotional about the issue of food waste as they do plastic, and that Covid-19 will change people’s relationship with food for good.
‘Don’t be a tosser’: Why Covid-19 is a chance for brands to nudge people to be kinder to the planet
Ellen HammettCovid-19 has given people a chance to reassess their priorities and build new habits, and marketers now have a crucial role to play in ensuring those positive behaviour changes continue beyond the pandemic.
F1 celebrates the power of athlete activism with return to the track
Matt BarkerAhead of the new season kicking off on Sunday, the sport’s marketing boss Ellie Norman discusses racing, racism and responsibility.
P&G threatens to pull ad spend if platforms don’t take ‘systemic action’ over racial equality
Matthew ValentineP&G’s chief brand office Marc Pritchard has warned media channels, networks, platforms and programmes that it will pull ad spend if they do not accurately and respectfully portray Black people.
Endeavor’s Bozoma Saint John: Covid-19 is one of the greatest marketing tests of all time
Charlotte RogersCMO at US entertainment company Endeavor, Bozoma Saint John is invigorated by the cultural change afoot, as the Black Lives Matter movement sparks change in business and Covid-19 challenges marketing KPIs for the better.
Channel 4’s CMO on using its power and influence to tackle racism
Ellen HammettChannel 4 has made six commitments to anti-racism in light of recent global events and hopes it can use its influence to accelerate real, tangible change across the industry, both on- and off-screen.
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If ‘Black Lives Matter’ to brands, where are your black board members?
Mark RitsonBrands that profess to support racial justice on social media without a single black board member aren’t helping the cause, they’re just being hypocrites.
Can Covid-19 help remove the stigma of mental health at work?
Matt BarkerLife under lockdown is sparking a shift in how brands recognise and prioritise mental health issues.
Brands will be defined by how they handled the virus
Tanya JosephBrands have to make tough choices affecting customers and staff during this pandemic, but acting honourably and communicating honestly will preserve trust.
Marketoonist on brand promise
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here