At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the value of being an outsider to the story of how the England football team got its first sponsor, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Boots is trying to reach almost all UK consumers with its new ads, but is pairing them with targeted performance marketing – and it needs both.
Marketing director Ross Farquhar says planning and preparation helped the mochi ice cream brand take advantage of sudden social fame.
Targeting narrow segments, regularly changing creative and constantly optimising campaigns are all antithetical to growth, yet they’re exactly what marketers are incentivised to do.
Inflation in the UK fell to 8.7% in April, but this is unlikely to translate to confident consumers or companies just yet.
Morrisons is hoping that being ‘bolder’ about what makes its brand distinctive will drive customer into store, with top marketer Rachel Eyre admitting the supermarket had been “playing it too safe”.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the BBC’s brand plans to Oatly’s positioning, it’s been a busy week. Here is my take.
The line between real ads and copycats is being deliberately blurred, argues Gymbox’s brand and marketing director Rory McEntee.
