Rather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.
People tend to love or hate brand purpose, but is its real value somewhere in the middle? Top marketers and researchers weigh in.
The fact consumers are no longer “wrapped around the monoculture of television” presents a real problem for advertisers, according to Diageo’s global marketing effectiveness director Kiel Peterson, who believes personalisation backed by data will be key.
Greater confidence in measuring effectiveness, combined with a rising level of creativity, has convinced the drinks giant to increase its marketing spend as it looks to become a DTC market leader.
Experiential marketing has been on hold in the pandemic but, while expensive to invest in, experiences are important to consumers, so brands should let their imaginations fly again.
When Cristina Diezhandino took over as Diageo’s CMO last summer she saw it as an opportunity to rethink “the future of marketing” and introduce six pillars to rally the drinks giant’s 1,200-strong team.
Adidas channels ‘rebellious spirit’ for new campaign Adidas is on a mission to make consumers feel optimistic. The brand itself has plenty to look forward to with the rescheduled Olympics and Euro 2020 tournament on the horizon. The summer of sport aside, the sportswear giant also has some pretty hefty targets of its own. Adidas […]
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.
Sustainability is not just a ‘hygiene factor’ for businesses but a crucial opportunity for change, so brands need plan their approach systematically.
Amid stiff competition from the wider spirit sector, Smirnoff decided to pull out all the stops with a big-budget, old school shoot that brought together helicopters, cranes and some very angry fishermen.
Off trade sales in the US have driven growth, aided by planning and strategy tool Catalyst.
In a turbulent year for the marketing industry, and the world, we look at the people and brands that have been driving change.
Celebrating a brand’s anniversary shouldn’t be about complacency or introspection but a reassessment of what its heritage means for modern consumers.
Diageo launched a global online training programme for bartenders to keep one of the most social work communities together during lockdown.
Diageo has added the latest data about Covid-19 with insights and consumer behaviour information to help improve marketing effectiveness during the pandemic.