Brands need to ensure their designs are age-agnostic
Steve HemsleyBrands could be missing out on valuable sales by failing to attract consumers across multiple generations, so is taking an age-agnostic approach to product design the answer?
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How to deliver a content experience that cuts through on mobile
Mindi ChahalAs Facebook and Twitter announce developments to improve mobile experiences, are brands’ strategies keeping up with the pace of change and creating truly valuable experiences for consumers?
A CMO’s ‘Hierarchy of needs’
Secret MarketerThis is an auspicious week, as after four years and 204 columns, this Secret Marketer is going to emulate his heroes, Dr Who, James Bond and the Stig and metamorphose into a new Secret Marketer – this is the last article to be penned by yours truly.
Skills gaps come from senior managers who can’t embrace change
Clive HumbyHumanities graduates who are highly numerate make the best data scientists, says dunnhumby co-founder Clive Humby, but the obsession with digital skills means brands are neglecting communication and business awareness.
Sky’s top marketer Stephen van Rooyen takes on broader role as UK and Ireland CEO
Leonie RoderickSky has promoted its chief marketing and digital officer Stephen van Rooyen to role of chief executive for the UK and Ireland following a number of internal management changes.
‘Creating only two 30-second ads a year will put your brand at risk’ says Castrol
Thomas HobbsBeing the brand behind synthetic motor oils might not sound like the most glamorous thing in the world but thanks to its digital-first approach and deep video strategy, Castrol has received plenty of cut through over recent years.
Social commerce: How willing are consumers to buy through social media?
Mindi ChahalWith social networks increasingly looking at social commerce, giving consumers the opportunity to buy direct from brands, marketers need to understand how to convert today’s browsers into tomorrow’s buyers.
McDonald’s claims it is showing a ‘brand evolution’ as it launches new Happy Meal ad
Leonie RoderickMcDonald’s has launched a new campaign in a bid to show off its “brand evolution” and change brand perceptions by convincing parents that the Happy Meal is healthier than ever, having reduced the average salt content by 47.4% since 2003.
Mark Ritson: Trump’s marketing success shows the power of personality
Mark RitsonThe stunning success of Donald Trump’s earned media strategy proves that social media and content marketing work when brands are willing to take risks.
How Tesco is taking on the discounters with value own-label rebrand
Thomas HobbsTesco has launched seven new value own-label brands in a bid to challenge the discounters on price and ensure more customers abandon top-ups and instead do their weekly shop at one of its bigger stores.
Birds Eye launches expansive rebrand as Captain Birdseye returns (yes, again)
Thomas HobbsCaptain Birds Eye is making yet another comeback as Birdseye invests £8m in a new TV and rebranding campaign aimed at building long-term affection with the frozen food character among the next generation of British children.
Sainsbury’s plots expansion of Argos brand as it makes £1.4bn bid for Home Retail Group
Sarah VizardSainsbury’s has made a bid of close to £1.4bn for Argos owner Home Retail Group as it looks to create a “leading food and non-food retailer of choice for customers”.
Pernod Ricard CEO: Consumers will know if your CSR activity is ‘bullshit’
Michael BarnettSpeaking to Marketing Week to promote The Venture, Chivas whisky’s $1m competition for social enterprises, the wine and spirit maker’s chief executive Alexandre Ricard claimed today’s consumers will uncover any lack of authenticity in corporate social responsibility efforts.
5 things you need to know this week
Thomas HobbsWith the government finally announcing a sugar tax for the soft drinks industry and Instagram introducing bold changes to its feed, it’s been a controversial week. Here are some of this week’s biggest marketing stories.
How to amplify programmatic’s new role in out-of-home advertising
David BurrowsFollowing the roll-out of programmatic buying in the out-of-home (OOH) space earlier this year, what are the opportunities for brands and who are the early adopters?