While some brands have been forced to ramp up their focus on short-term ROI, others have held their nerve and sustained their commitment to brand building with a view to the world post-pandemic.
The retailer is launching Anyday, its “most affordable” own brand range of 2,400 products designed to undercut existing collections and attract a broader range of money conscious consumers.
Refreshed and ready to prance, Moonpig’s pig mascot has returned after a four-year hiatus to reunite the original icons of the brand, explains CMO Kristof Fahy.
The pandemic may have thrown the gambling sector a few curveballs but, a year on from its brand refresh, Ladbrokes Coral has a renewed focus on entertaining the nation.
Four years into his role as chief membership officer, Matt Atkinson is departing the Co-op following a 12-month period which has seen the grocer attract millions of new shoppers, revamp its loyalty scheme and kick off a value pricing push.
From Boots and Cadbury to British Airways and the Post Office, Waitrose’s customer director has soaked up a wealth of marketing knowledge working across a variety of British brands during his 37 year career.
While it is important to understand its limitations and resist an obsession with short-term thinking, return on investment remains a powerful metric for marketers when used correctly, says Henkel marketing boss Nikki Vadera.
With a diverse group stretching from food to funeral care, the Co-op is constantly being challenged to find new ways to prioritise the different aspects of the business on a tighter budget than its rivals, explains marketing boss Matt Atkinson.
The investment may be large and specialist talent hard to find, but Paddy Power marketing boss Michelle Spillane believes working with in-house econometricians is a recipe for success.
John Lewis is forging ahead with its convenience-focused local store concept, as it confirms eight shops will not reopen once restrictions lift next month.
By putting rigour into their long-term strategies and adopting an outcomes-focused approach, marketers could create a culture of flexibility, says Nationwide CMO Sara Bennison.
In the latest episode of Marketing Week’s podcast series, former Leon marketing boss Kirsty Saddler discusses her experience feeding the frontline during the first lockdown, her shift to the startup world and why the pandemic has been a “wake-up call” for business.
Rather than choosing to play it safe, marketers should seize the opportunity to push forward bold ideas as businesses, hungry for growth, have a greater appetite for risk.
Being mischievous is harder work than it looks, says outgoing PR boss Lee Price, who explains the bookie brand’s “bulletproof” challenger mentality is based on rock-solid strategy, consistency and high standards.
The partnership is hoping to recover from a severe loss with a strategy focused on local stores, a new pricing structure and closer integration between the John Lewis and Waitrose brands.
After notching up millions of new customers under lockdown, Premier Foods is on a mission to use marketing to capitalise on a year of growth through a formula of long-term brand building and sustained innovation.