Established brands from the worlds of FMCG to automotive have used the pandemic as an opportunity to accelerate their ecommerce plans and make a DTC debut.
Timing is always important in marketing. But it could be argued that it has never been as important to so many brands at once as it has been during the Covid-19 pandemic.
Volvo has avoided the slump in the wider automotive sector and grown its UK sales of new cars by 15%, attracting a younger, urban customer with a mixture of flexible subscriptions, electric models and a DTC push.
Nivea 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.
Brands have seen a boom in direct-to-consumer sales as Covid-19 has impacted on the shopping journey, with increasing numbers of consumers experiencing the benefits of going direct, according to new research from BBH London.
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 the rise of burnout to Santander UK’s first B2B TV campaign, it’s been a busy week. Here is my take.
Santander’s marketing director tells Marketing Week the time is right to put its corporate and commercial proposition “in the spotlight” as it launches its first TV ad starring Succession’s Brian Cox.
After a successful and lucrative partnership on vodka brand Ciroc spanning more than 15 years, Sean Combs filed a law suit against Diageo this week, accusing the business of racism and neglect. Whatever the outcome, it looks like the end of the relationship.
Kraft Heinz is making its biggest-ever media investment behind the new platform, which is the first global campaign in Heinz’s 150-year history.