Despite being launched by the cofounder of leading hair tools brand GHD, Harrogate-based competitor Cloud Nine doesn’t see itself as a challenger brand.
Adopting a confident position, sticking to the plan and building relationships has helped Cushelle in its mission to change the makeup of the toilet paper sector.
Describing Covid as an accelerator for innovation, the global health and hygiene company believes courage is needed to create a culture comfortable with taking educated risks, although there is no one size-fits-all recipe for success.
Pursuing partnerships, entering awards and carving out a place in culture are all strategies that have helped sexual wellbeing brand Lovehoney achieve global growth.
Choosing to set investment levels based on how many “quality” customers it can acquire – rather than a fixed budget – Moonpig has cut marketing spend to maintain profitability amid the cost crisis.
Patience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
According to PepsiCo’s senior director of ecommerce marketing, one of the business’s “biggest challenges” has been bringing retail media to the forefront of a complex marketing organisation.
From Pret to Starling Bank to Virgin Group, the Marketing Week team reveals the second set of eight campaigns that make up our best of 2022.