Targeting mums is a challenge, says BT’s chief brand officer Zaid Al-Qassab, but it’s no longer enough to simply have an appealing message, you have to start by understanding how, where and when they want to engage with you.
Lidl hopes its new yearly partnership with Mumsnet will help build trust in the brand as it looks to boost its quality credentials and be seen as a destination supermarket, not just a discounter .
According to Grant Thornton’s 2015 Women in Business Report, 28% of women see parenthood as a barrier to progressing at work and 40% feel their career takes a back seat to their partners once they do finally return.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From P&G’s advice to prioritise business outcomes to why memories matter more than clicks, it’s been a busy week. Here is my take.
Mitchells & Butlers has just refreshed three of its core brands – O’Neill’s, Ember Inns and Sizzling Pubs – to help retain the younger consumers it attracted during the pandemic.
The “quintessentially British” partnership has come to an end after 86 years, with Robinsons saying it is now focusing on “broadening its summertime reach”.
The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.