Consumer confidence up three points as lockdown loosens
Matt BarkerGfK’s latest flash report brings some good news ahead of this weekend’s ‘re-opening day’, but comes with a warning about a fragile economy.
How GSK reorganised its brand portfolio in response to Covid-19
Charlotte RogersAs the coronavirus pandemic caused society to shut down, GlaxoSmithKline global CMO Tamara Rogers empowered her team to work at speed by prioritising “ruthlessly” to keep pace with consumer demand.
How ‘Should’ve gone to Specsavers’ sealed its place in pop culture
Matt BarkerFirst introduced in 2002, one of the most successful taglines in recent ad history began life as a snippet of dialogue.
Luxury retail faces up to the challenges of a post-pandemic world
Matt BarkerThe luxury sector needs to fully embrace the possibilities of ecommerce if it wants to maintain engagement with consumers in the new socially distanced world.
How one brand is tackling 100 years of ‘failed’ femcare
Ellen HammettDirect-to-consumer femcare brand Callaly is hoping its first big marketing investment will send a clear message about the need for more female-led innovation in the sector.
Eve’s Cheryl Calverley on becoming a CEO: What if I don’t like it?
Sarah VizardCalverley believes her experience as a commercially-driven CMO will stand her in good stead for the move to CEO, but admits to a fear that – after years in marketing – she might not like the change.
Measure for measure: How lockdown has changed marketing KPIs
Matthew ValentineAs traditional measures of success are being challenged by the Covid-19 crisis, brands are developing new KPIs to assess the effectiveness of their teams.
‘The virus caught people off guard’: How SMEs are fighting to survive Covid-19
Matthew ValentineFrom cash flow to furlough, soaring demand and the shift to browsing behaviour, small and medium-sized businesses are finding themselves uniquely challenged by the coronavirus crisis.
Brands go direct to consumer to capitalise on ecommerce surge
Matthew ValentineFrom Heinz to Aldi, brands across the marketing spectrum are accelerating their shift to ecommerce in response to the unfolding coronavirus crisis.
Why Covid-19 is forcing marketing and supply chain to ‘rip up the rulebook’
Charlotte RogersFrom rethinking media strategies to streamlining product lines as demand surges, marketing and supply chain are teaming up to weather the coronavirus storm.
Comfort in a crisis: How brands can help us feel better
Matthew ValentineIn an age of lockdown and uncertainty, consumers have got a taste for nostalgia as they look for brands to offer a much-needed dose of comfort.
Eve Sleep promotes CMO Cheryl Calverley to CEO
Sarah VizardCalverley is taking on her first general management role after a 15-year career in marketing and has been tasked with securing a “sustainable and profitable future” for the sleep wellness company.
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Birds Eye: We have a responsibility to keep advertising
Charlotte RogersAs a “brand of reassurance”, Birds Eye feels a responsibility to stay on air and remain connected to consumers during the coronavirus pandemic.
Innocent prioritises ‘thoughtful innovation’ as it launches juice shots
Charlotte RogersAfter an analysis of emerging sectors and shifting consumer trends, Innocent is branching out into juice shots as it looks to bring some flavour to a burgeoning category.