Pinterest ups focus on brand as is looks to drive user growth and retention
Chris SutcliffeThe interest-led social network is looking to experiential, social and partnerships to reinvigorate its audience.
Absolut and Durex among brands shortlisted for Channel 4’s diversity award
Chris SutcliffeThe broadcaster has shortlisted six brands to win the £1m Diversity in Advertising Award for 2023.
The rise of ‘greenhushing’: Why are brands going silent about their sustainability efforts?
Josh StephensonGreenhushing is seeing more brands going dark on their sustainability measures. This isn’t just a moral complication – but a financial one too.
Four key elements characterise a successful approach to ’cause-infused’ marketing
Helen JamesWhen purpose is done right it has the potential to be an absolute winner – Mattel and Orange are two examples of how from this summer. But what precisely does ‘done right’ mean?
Trinny London CMO on building a beauty brand from scratch
Molly InnesThe brand, launched in 2017 by Trinny Woodall, has focused on community to power its rise, says CMO Shira Feuer.
Beyond the tick-box: Making events and experiences accessible to all
Luke-Matthew IvesonDiversity, equity and inclusion (DEI) should not be considered abstract concepts but be systematically put into practice when designing customer experiences.
How Phoenix Group plans to become ‘the Unilever of its category’
Josh StephensonWith the launch of its first consumer-facing corporate campaign, Phoenix Group is looking to establish its brands more broadly and build trust, as well as raising awareness of the pension gap.
Cadbury: Purpose should be ‘far greater than a campaign’
Niamh CarrollAfter seeing declining sales of Dairy Milk, Cadbury examined its brand DNA to come up with a new purpose based around generosity, which it could enact across the business, not just in campaigns.
Marketers have the best view of how brands can achieve their ethical goals
Helen EdwardsThe average marketer can’t determine a brand’s ethical values, but is best placed of all to see the risks and opportunities of putting them into practice.
‘In sync with the zeitgeist’: How Evian plans to increase its ‘premium appeal’
Josh StephensonFollowing its latest collaboration with fashion brand Balmain, Danone Waters’ top marketer shares the benefits of cross-brand partnerships and why it has a responsibility to “push the sustainability agenda”.
How Unilever changed the narrative around dirt to deliver a 900% sales boost
Josh StephensonAs Unilever approaches the 20th anniversary of Dirt Is Good, its vice-president of marketing says the platform is “absolutely one of the reasons” people choose its laundry brands over rivals.
Brands not born sustainable must evolve deliberately
Andrew GeogheganLegacy brands can be sustainable too – indeed the biggest companies can make the biggest difference – but it requires focus on credible, relevant changes.
TSB swaps David Schwimmer for first brand mascot
Molly InnesTSB is on a journey to get its customers talking, and hopes its new brand mascot will help it address the elephant in the room.
Why Tango is reviving its ‘forgotten’ focus on product
Niamh CarrollTango is tapping into the spirit of its famous ‘You’ve been Tango’d’ ads from the 90s and 00s to speak to a new audience.