Sage CMO: B2B businesses ‘underestimate’ the power of brand
Michaela JeffersonWith B2B customers only in market 5% of the time, Sage has taken a long-term focus on brand building to drive sustainable growth.
How Direct Line is making its advertising work ‘harder than ever’
Michaela JeffersonAmid the rising cost of media, Direct Line is ensuring the continued success of its campaigns with team collaboration and “interrogative” agency conversations.
Why Sage is swapping B2B for ‘human to human’ with the launch of its first brand purpose
Michaela JeffersonBusiness decisions might seem logically and rationally driven, but for smaller businesses these decisions are “actually very emotional”, Sage CMO Cath Keers says.
How Direct Line plans to create new category ‘entry points’ with its latest brand campaign
Michaela JeffersonHaving won the Marketing Week Awards Grand Prix for its brand platform last year, Direct Line has launched a new campaign to shift perceptions even further.
Aviva’s brand boss Raj Kumar departs after nine years
Michaela JeffersonHaving executed a relaunch of the Aviva brand last year, Kumar tells Marketing Week he is now in pursuit of a new challenge.
Mastercard’s Rajamannar on navigating the ‘confusion’ around brand purpose
Michaela JeffersonCMO Raja Rajamannar argues there is a difference between ‘brand purpose’ and ’cause marketing’, as he outlines the “roadmaps” Mastercard has built towards its own north star.
Saga invests in expanded customer insight capabilities as losses narrow
Niamh CarrollHaving laid the foundations for growth through increased investment in marketing and insight, Saga is on a mission to become a ‘superbrand’ for older consumers.
Santander’s marketing boss on ‘bridge building’ between data scientists and marketers
Niamh CarrollMarketers and the research industry could learn from the “pace of the insight” that is produced from working with data scientists, argues Santander UK’s chief customer and analytics officer.
Why Phoenix Group overhauled its brand to prioritise purpose
Michaela JeffersonPhoenix Group hopes its new endorsed brand architecture will enable its six brands to grow in their markets, supported by a more purposeful corporate brand.
Lloyds unveils new strategy backed by £4bn investment
Charlotte RogersTargeting growth as its “core focus”, Lloyds will spend around two-thirds of the £3bn earmarked for strategic investment over the next three years on diversifying revenue.
How Tempcover’s digital transformation kept it front of mind
Marketing Week ReportersA change to the Google algorithm in 2019 had seen Tempcover drift down the search rankings. But an intelligent and in-depth overhaul of its approach to SEO changed its fortunes.
How British Business Bank improved its digital accessibility
Marketing Week ReportersA focus on people, process and technology allowed the government-owned bank to reduce accessibility issues by 96%.
How Now: Pensions helped to drive change and close the pension gap
Marketing Week ReportersAfter discovering a gender pension gap, Now: Pensions lobbied government to introduce changes, which could generate an additional £1.2bn in annual pension contributions and see an extra 2.5 million people access a workplace pension.
Starling Bank on switching its marketing focus as it eyes IPO
Michaela JeffersonAs the business builds to a potential IPO, Starling Bank’s top marketer believes it is “more important than ever” that consumers understand the brand’s mission and values.
Revolut on its mission to ‘disrupt marketing the way we disrupt banking’
Matthew ValentineRevolut is in the process of hiring 45 marketers and sees the expansion of its marketing team as a key element in its bid to become market leader.