While the seemingly exponential rise of data can seem daunting, marketers from Marks & Spencer, Disney and the BBC believe there is a way to make sense of all the information to better target and delight consumers.
With the EU referendum highlighting a clear divide along class and education lines, the latest in Marketing Week’s diversity series explores brands’ efforts to reflect and recruit people from working-class backgrounds.
Brands using instant messaging apps such as WhatsApp and Snapchat might seem intrusive but as consumers use increases, companies such as Just Eat and the BBC are finding novel ways to engage with customers.
Ahead of the BBC Three’s move to become an online-only channel on 16 February the brand revealed its new logo today (4 January), with BBC’s head of marketing Nikki Carr strongly defending the bright pink emblem.
Story of my CV: Having worked at Apple, Expedia and Skype at pivotal times for each brand, John Veichmanis has been at the forefront of digital innovation throughout his career, something which he has taken to his current role as CMO of luxury marketplace Farfetch.