As the Mirror revamps its brand for the first time in eight years, director of insight and brand strategy Andrew Tenzer explains why adding strategy to his remit was a “natural evolution” of his role.
Switching focus from product to the customer has helped healthcare giant Philips pivot to a digital-first mentality, enabling the business to thrive amid the challenges of Covid-19.
All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
Describing itself as a “conscience-led organisation”, Adidas wants to use its position in football culture to help Common Goal achieve “meaningful action”.
GSK’s global consumer health CMO says the introduction of its ‘Brands with Humanity’ positioning is already having an impact as it looks to close the gap between selling products and solving consumer problems.
With the economy and hiring rebounding from the pandemic, brands need to seek diversity of thought and understand top candidates want to do meaningful work.
Rather than dialling back its purpose work, Lush used the Covid crisis to ramp up support for grassroots groups and returned to social media more than a year after quitting Facebook and Instagram.
A key fixture of its long-standing ‘Live Young’ campaign, Evian made the decision to switch its marketing focus to sustainability as the brand’s top marketer believes people now “want to know what’s behind the brands” they consume.
CEO Alex Mahon believes the broadcaster is “stronger” and more able to deliver on its purpose “than ever” as it transitions into a post-pandemic world, having successfully grown its digital platform and increased diverse representation.
Analysts argue the decision by brands such as Kopparberg, Ikea and Nivea to pull advertising from GB News could be “a dangerous game to play” but suggest it will likely blow over quickly in the same way the Facebook boycott did last year.
Sports Direct’s brand health is at a low point after the pandemic, but CMO Beckie Stanion has a plan to turn around brand perceptions with large scale campaigns and a focus on sports accessibility.
With twin campaigns running to tackle online hate, BT marketing boss Peter Jeavons explains how abuse directed at BT Sport staff brought home the enormity of the situation.
There’s a gap between marketing and wider business sustainability goals – but a new report highlights what action marketers can take to bridge it.
Health and sustainability are the key focus of Innocent’s ‘Little Drinks, Big Dreams’ campaign, as group marketing director, Kirsty Hunter, says it is more important than ever to highlight best practice.