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.
Five years ago, it was viewed by consumers as a “faded old man”. Now KFC is Marketing Week’s Brand of the Year and considered one of the creative success stories of the past 18 months. CMO Jack Hinchliffe explains why the hard work is paying off.
Is personalisation still relevant, or even achievable, in a post-cookie world? Perhaps, if marketers are willing to lean in closer to consumers, suggests GSK’s Jerry Daykin.
Mochi ice cream brand Little Moons may have taken its marketing strategy to the next level since it went viral on TikTok earlier this year, but that does not mean the business is “walking away from digital”.
As marketers continue to be charged with driving faster growth on tighter budgets, businesses should not ignore the opportunity cost of failing to invest in their brand, warns Eve Sleep CEO Cheryl Calverley.
From celebrating fans’ attempts to recreate their favourite fried chicken at home, to pausing its ‘Finger Lickin’ Good’ slogan for the benefit of national health, it’s been a stellar 12 months for KFC.
The gravy brand is rolling out a new campaign ahead of the Christmas season, as parent company Premier Foods focuses on “mission critical” brand building across its wider portfolio.
The premium chocolate brand says “strong digital growth” more than offset disruption from store closures during lockdown.
The bakery chain is also looking to drive growth through a focus on evening dining and plans to have two-thirds of its stores open for late trading by 2022.
With 47% of the public saying menopause is still a taboo topic, marketers are fighting to raise awareness of the symptoms and take the pressure off women, enabling them to enjoy fulfilling careers well into their 50s and beyond.
Feeling nervous is a good thing as it means marketers are striving to do their best work, while still having the confidence of their convictions, says Marks & Spencer Food marketing director Sharry Cramond.
From signing record deals to heading up marketing at global brands like Coke, Nike and Patagonia, Joy Howard has traded in the corporate world for her own company and the life of a CEO.
Covid-19 may have damaged the career prospects of young people leaving education over the past 18 months, but could marketing be emerging as a popular destination for this next wave of talent?
The high street retailer is introducing an advertising offering for brands, spanning campaign planning, creative development and measurement, a move CMO Pete Markey describes as “central” to the Boots marketing strategy.
Marketing leaders have been tested by Covid-19 in ways they could never have imagined, but an ability to deal with ambiguity, show empathy and understand their personal ‘why’ means they continue to thrive.