Nationwide on why flexibility can only come from certainty
Marketing Week ReportersCMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
BMW on why marketers should take an ‘outside-in’ approach to CX
Matt BarkerThe marketing bosses at Royal London and BMW explain why focusing on experience, rather than promotion, can re-energise both brand and marketer.
Mastercard: Businesses that undermine marketing are setting themselves up to fail
Michaela JeffersonWith a “tsunami” of new technologies incoming, marketing is about to become more important than ever, argues Raja Rajamannar. So how do marketers regain their place at the table?
Direct Line’s Mark Evans: Being customer orientated is a constant work in progress
Lucy TesserasDespite proving the correlation between customer and commercial, Direct Line Group’s Mark Evans says customer orientation is “not natural to everybody” so the business has to constantly “fight that tide”.
Starling Bank: ‘Everything we do is around driving brand awareness’
Michaela JeffersonAs it launches a new product-focused campaign to drive awareness and consideration, head of brand Rachel Kerrone explains why Starling will not use an “off the shelf” approach to advertising.
NatWest’s CMO slams lack of ‘pointed’ efforts to ramp up diversity
Manny PhamFive years ago, NatWest CMO Margaret Jobling thought the marketing industry would naturally become more diverse, but she realises now more action must be taken.
Aviva restructures marketing with introduction of chief customer role
Michaela JeffersonAviva 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.
Inside Nationwide’s award-winning campaign to shift consumer attitudes around saving
Marketing Week ReportersLearn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
Aviva relaunch looks to ‘weaponise’ the brand’s emotional power
Matt BarkerAs 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.
Nationwide’s CMO on why long-term rigour enables short-term flexibility
Charlotte RogersBy 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.
Confused.com’s CMO on how to get CEO buy-in for long-term brand building
Lucy TesserasSamuel 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.
‘So much more than a TV ad’: NatWest’s CMO on refreshing the brand
Michaela JeffersonNatWest Group CMO Margaret Jobling reveals the key insights behind the launch of the bank’s new brand platform ‘Tomorrow Begins Today’.
Direct Line’s Mark Evans: ‘There is a risk in mixing politics and brand building’
Michaela JeffersonBrands boycotting media owners and channels over ethical concerns run the risk of being exposed as hypocrites, warns Mark Evans.
‘Distinctively different’: Why Nationwide’s long-term strategy is paying dividends
Charlotte RogersA 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.
NatWest talks up ‘relationship bank’ status as Covid tests strategy
Manny PhamA 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.