Aviva says marketing will play a “crucial role” as it looks to drive future growth, with the newly-created chief customer and marketing role designed to help it achieve those ambitions.
Learn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
As Aviva kicks off a high profile brand relaunch and repositioning, group brand reputation director Raj Kumar sees a brighter future for both the company and its customer base.
By putting rigour into their long-term strategies and adopting an outcomes-focused approach, marketers could create a culture of flexibility, says Nationwide CMO Sara Bennison.
Samuel Day admits it’s not easy to get internal stakeholders on board when implementing a long-term strategy, but says in order to do so marketers need to educate CEOs and CFOs in the principles of marketing.
NatWest Group CMO Margaret Jobling reveals the key insights behind the launch of the bank’s new brand platform ‘Tomorrow Begins Today’.
Brands boycotting media owners and channels over ethical concerns run the risk of being exposed as hypocrites, warns Mark Evans.
A lesson in long-term effectiveness, Nationwide’s ‘Voices’ campaign leveraged five years of experience to meet the demands of the coronavirus crisis, flexing at speed to reflect consumers’ evolving needs.
A year on from deciding to retire the RBS brand and reposition as the NatWest Group, the bank says it is progressing with its purpose-led strategy despite the strain of Covid-19.
Google says money is moving back to brand building on its platforms as brands look to “keep their brands in front of people to stay top of minds”.
Brands that have invested in their long-term health during the pandemic will thrive, but marketers need to better link the case for investment to business outcomes if they are going to secure funds, says NatWest Group CMO Margaret Jobling.
Changing its name and launching a new website presented Refinitiv with a tough SEO challenge, but after generating 20 million links in one year, it was a challenge the brand met head on.
Mastercard’s Raja Rajamannar set up a risk management function within marketing three years ago, which has enabled the business to better cope with the fallout of the pandemic.
TSB has been on a two-year journey to better understand its customers and realign its business and brand around their needs.
Direct Line’s follow-up to ‘The Fixer’ has proven more successful than its predecessor – despite lockdown hitting just weeks after it was launched – showing that investing in brand has both short- and long-term positives.