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.
MoneySuperMarket launches campaign that was postponed due to coronavirus
Sarah VizardThe price comparison website was originally going to run the campaign in late March but is now launching it almost three months later amid signs of the UK getting back to normal, albeit with an economic recession looming.
How customer data can help businesses rebound quicker
Marketing Week PartnerFind out how brands in sectors affected by Covid-19 can use customer data to keep up-to-date with trends transforming buying behaviour.
How insurer AIG won hearts and minds with a ‘budget of zero’
Charlotte RogersAIG went viral on a shoestring with an emotional story that challenged consumer mistrust of the insurance sector.
Marketing Week Explores: How MoneySuperMarket pivoted to reflect the ‘economic mood’ of Covid-19
Marketing Week ReportersIn this latest edition of Marketing Week Explores, MoneySuperMarket and creative agency Engine discuss how they joined forces to develop a new campaign in a matter of weeks to support customers during the coronavirus pandemic.
Nationwide: We want our brand to come out of this stronger than it went in
Sarah VizardThe latest series of ads in Nationwide’s ‘Voices’ campaign looks to “shine a bit of hope” on the coronavirus crisis by looking to a future beyond the pandemic.
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Direct Line understands the power of characters in unlocking branded recall
Mark RitsonDirect Line has replaced one of the most effective brand campaigns of recent years with a new approach that promises similar success, all thanks to the team’s understanding of distinctive brand assets.
Moving on from ‘The Fixer’: Why Direct Line got rid of its ‘hugely successful’ campaign
Sarah VizardThe insurance brand has retired Winston ‘The Wolf’ Wolfe despite its “spectacular” commercial success as it looks to refocus on its brand and building brand salience.
Nationwide CMO: We need to stand up for marketing if we want it to flourish
Russell ParsonsNew job titles such as chief growth officer are symptomatic of a sometimes “apologetic” marketing industry that needs to be more confident in the value it offers, according to the building society’s top marketer Sara Bennison.
RBS confirms plans to scrap CMO role
Charlotte RogersAs longstanding CMO David Wheldon prepares to retire in March, RBS has chosen to split the role by appointing a group director communications and corporate affairs to help manage the forthcoming rebrand to NatWest.
‘Let’s leave the past behind us’: Why RBS is rebranding to NatWest
Sarah VizardSpeaking exclusively to Marketing Week, RBS’s CMO David Wheldon explains why the time is right for RBS Group to rebrand as NatWest Group, and how it will look to the future while not forgetting the past.