In the latest episode of Marketing Week’s podcast series, the Marketing Week Masters Team of the Year discuss the value of specialisms, grassroots talent and going all in to achieve their transformation agenda.
A reorganisation of the marketing team has seen Weetabix promote in-house talent and recruit from outside for key roles, with the focus firmly on building a team of commercially savvy brand marketers.
Beating stiff competition from the likes of Aldi and O2, Marketing Week Masters award winner Forest Holidays knows that open communication, having a vision and talent spotting are the hallmarks of a successful marketing team.
Describing time as the most precious commodity in a startup, Wood explains how being disciplined and taking inspiration from outside ensures Ufurnish does not skip a beat.
The retailer invested £22.5m in advertising and marketing in the UK over the past six months, while also ramping up spend in Germany to go toe-to-toe with digital rivals.
The chocolate brand is teaming up with Channel 4 on the second phase of its campaign to raise awareness of maternal mental health, encouraging the public to swap social media likes for genuine support.
From grocery minnow with a perception problem to stealing chunks of market share from the ‘big four’, Lidl flipped the script in 2013 by ditching its established leaflet marketing strategy in favour of long-term creative idea ‘Lidl Surprises’.
The parent company behind Mr Kipling and Sharwood’s is prepping the launch of several “insight driven new products”, as it looks to the US for brand growth.
A scene showing Santa’s Covid vaccination passport is being investigated by the Advertising Standards Authority, amid claims the content is “coercive and encourages medical discrimination”.
Determined not to let the crisis go to waste, the travel operator revamped its brand identity, rolled out new creative principles and changed the way it talks about brand spend to make a stronger case for investment.
Responding to consumer demand for joyful escapism, John Lewis has brought its Christmas advert forward by a week and split with Waitrose to ensure both brands have “clarity of thought”.
With online sales driving a £4m profit for the retailer during the third quarter, Next plans to increase its investment in digital marketing amid stuttering sales in physical retail.
The chief growth officer challenges her younger self to push for societal value, make advertising that truly reflects the population and think about consumers as individuals.
Admitting the previous brand name was too “tightly linked” to one product, CEO Mark Zuckerberg wants his business to become “metaverse first, not Facebook first” in a bid to graduate from social media to virtual worlds.
From Nike to EA Sports, brands blurring the lines between entertainment, social conscience and the desire to lead are gaining cultural credibility in the world of sport.
From a new recipe for pic n’ mix comms, to making extreme choices, Mark Ritson shares his marketing twists that can help SMEs get big brand outcomes.