How B&Q plans to move away from its ‘big orange box’ image
Manny PhamB&Q is looking to increase brand equity through the launch of its latest campaign, after pivoting its marketing strategy last year to focus on long-term brand building.
‘Consumers want to know the brand behind the brands’: Reckitt on its new identity
Michaela JeffersonRB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
‘Sex never gets old’: Vaginal dryness brand wins TfL ad diversity prize tackling ageism
Lucy TesserasReplens MD, an intimate moisturiser brand, has won £500,000 of advertising space across the Transport for London network, while Brompton Bicycle takes home second place.
How Bodyform plans to tackle the ‘gender pain gap’
Manny PhamThe female hygiene brand’s latest campaign highlights the relatively unknown condition of endometriosis, a move to spur women to speak up about the pain suffered to cut diagnosis time.
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.
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How a focus on consumer behaviour increased demand for Irish white fish
Matthew ValentineConsumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
Inside Tena’s award-winning campaign to reverse brand perceptions
Marketing Week ReportersLearn how Tena used consumer insight to tackle the stigma of incontinence and shake up the category.
Coca-Cola, KFC, Under Armour: Marketing Week’s biggest news stories of 2020
Matt BarkerIn a year of disruption and chaos, themes around engagement and purpose grabbed marketers’ attention.
Jerry Daykin on why GSK is training all its marketers on inclusion
Molly FlemingGSK is training marketers across its brands to ensure they are asking important questions about diversity and how to produce inclusive marketing.
Bamlanivimab and the challenge of brand names
Mark RitsonBrand naming is always a difficult job, even more so for pharmaceutical drugs, but marketers should remember to put the naming carriage behind the positioning horse.
Lego: Brands that focus on their audience always win
Matt BarkerThe marketing department can take a lead when it comes to creating a customer-centric organisation, but it shouldn’t be left to do all the work itself, says Lego CMO Julia Goldin.
Marketing Week Top 100 2020: The top marketers in consumer goods, tech and luxury
Marketing Week ReportersMarketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Consumers open the door to DTC success in a post-pandemic world
Matthew ValentineBrands have seen a boom in direct-to-consumer sales as Covid-19 has impacted on the shopping journey, with increasing numbers of consumers experiencing the benefits of going direct, according to new research from BBH London.
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.