How Skipton’s marketers used insight to win over its leadership team
Matthew ValentineSkipton Building Society had to convince its own stakeholders of the value of brand investment to secure a budget for a successful campaign.
Mastercard CMO: Long-term and short-term are not mutually exclusive
Sarah VizardMastercard’s marketing team is taking both a long- and short-term view as it looks to mitigate the risk of the pandemic on its business.
Confused.com shifts gear with ‘relatable’ new campaign
Charlotte RogersThe price comparison site has switched the focus from Brexit and fake news to the lighthearted confusions of everyday life in a bid to “inject warmth” into the brand.
Marketing Week Top 100 2020: The top marketers in financial services
Marketing Week ReportersMarketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
3 questions I wish I’d asked as a junior marketer: Mastercard’s Raja Rajamannar
Sarah VizardFrom finding the right work/life balance to seeing the positive impact marketing can have beyond driving business growth, there are some questions Raja Rajamannar wishes he had asked earlier in his career.
How one marketer went from architecture graduate to Airbnb CMO and beyond
Sarah VizardGeoff Seeley’s career began agency side at Vizeum and Ogilvy before he made the switch to brand marketing with stints at Unilever, Pearson, Airbnb and now Clearpay, where he is helping the financial services brand carve out a new market.
Monzo’s marketing boss Tristan Thomas to depart
Sarah VizardThomas will leave at the end of the year as the bank faces questions about its future amid mounting losses due to the coronavirus pandemic.
‘He’s a brand icon’: How GoCompare’s Gio Compario struck the right note
Charlotte RogersWith the ambition to grab consumer attention, GoCompare decided to take on the meerkats by creating a jingle and brand icon that – 11 years later -are still going strong.
NatWest reverses decision to scrap the CMO role as it hires Margaret Jobling
Sarah VizardJobling will be responsible for moving the newly-renamed NatWest group forward as it looks to finally put the banking crash behind it and embark on a new strategy with purpose at its heart.
Recommended reading: Keeping up with customers and a roadmap for change
Matthew ValentineMarketing Week reviews the latest books and articles for marketers.
Inside Virgin Money’s plan to build a consumer, not just a bank, brand
Sarah VizardVirgin Money is hoping a focus on music sponsorship and ‘taking the fear out of finance’ can help it take on the old guard of high street banking.
Owning an occasion: How brands are standing out during Covid-19
Matt BarkerThe ability to anticipate and satisfy consumer needs in a rapidly changing market will be key to success during the pandemic and beyond, as the likes of Mastercard and Budweiser have shown.
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This Much I Learned with Mark Evans
Sarah VizardIn the third episode of Marketing Week’s new podcast series, Direct Line’s marketing boss Mark Evans talks us through his experience of redundancy and offers some support and advice for those who may be going through it now.
HSBC marketing boss: Coronavirus is a real reset moment for marketing
Sarah VizardThe bank’s global head of marketing, Leanne Cutts, doesn’t believe marketing will go back to how it was before the Covid-19 pandemic and nor does she want it to.