Camelot CMO: The National Lottery’s marketing drive is ‘starting to pay dividends’
Manny PhamCamelot CMO Keith Moor says the brands that continued to invest in marketing during the pandemic are now reaping the rewards.
Meet the brands going on the offensive to chase growth
Matt BarkerThinking differently may feel a little like a leap into the unknown at the moment, but having the confidence to take a chance is all part of a marketer’s make-up.
How a shift in brand positioning saw donations fly for charity MyTenNights
Matthew ValentineMyTenNights, which automates donations during Ramadan, cut through charity chatter with a donor-centric campaign resulting in a 153% rise in donations.
How one charity is bringing marketing up the business agenda
Molly FlemingHow do you convince people that marketing is not a cost but an investment? Rewilding Britain is using a three-part strategy to win over sceptics.
Greenpeace follows up ‘Rang-tan’ with campaign taking aim at the meat industry
Molly FlemingGreenpeace wants to take on the meat industry in the same way it took on fossil fuel companies to create the link between its actions and climate change.
Meet the ‘transformative’ brand-NGO partners pushing for systemic change
Matthew ValentineCorporate-NGO partnerships have become increasingly important as brands seek to live up to their purpose during a year characterised by Covid-19 and global calls for social justice.
Cancer Research UK: Don’t create a culture that cripples creativity
Matt BarkerCreating a culture of effectiveness doesn’t necessarily mean being a slave to KPIs and other metrics, argues Cancer Research UK marketing boss Philip Almond.
The value of marketing and brand revamps: Your Marketing Week
Lucy TesserasAt 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 downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Don’t waste a good crisis – take the opportunity to rebuild your strategy
Ben RhodesAs we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Tesco’s brand director to step down after completing brand turnaround
Lucy TesserasMichelle McEttrick is leaving the supermarket after six years having played a “key role” in the turnaround of the Tesco brand.
A third of marketers anticipate an imminent rise in job opportunities
Michaela JeffersonMarketers are feeling optimistic about employment prospects as the UK’s lockdown restrictions ease, following a year marred by redundancies and furlough.
‘Inconsistency will be our consistency’: How MTV’s logo smashed the old world order
Matt BarkerWhen the iconic channel launched 40 years ago this summer it didn’t just change popular music, it also helped pave the way for a new visual language in advertising, marketing and beyond.
Bounce back on the horizon as marketing budgets poised for growth
Michaela JeffersonThe latest IPA Bellwether data anticipates particularly strong growth in main media advertising over the coming year, suggesting marketers are plotting a return to brand building.
Zoopla unveils brand revamp as it taps into UK’s ‘property obsession’
Matt BarkerThe property company’s CMO Gary Bramall wants to unlock the positivity of moving home with a brand refresh designed to reflect his vision of a “holistic Zoopla”.
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Tesco deems marketing ‘mission critical’ following Covid sales boost
Michaela JeffersonCEO Ken Murphy is “optimistic” about the future of the business, highlighting value, loyalty and online as the three areas Tesco will be focusing on in the year ahead.