Footwear brand Toms’ annual One Day Without Shoes initiative this year engaged 3.5 million people. In this instalment of Marketing Week’s shoestring marketing series we look at how the brand has built a strong connection with customers through its community approach.
Brands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
How does social purpose differ from CSR? Social purpose has to be relevant to the company’s core business. All companies have to think about how to engage radically with society. This means engaging with stakeholders on their agenda and adapting your business strategy accordingly. The strategy should not just think about the supply chain or sourcing; it also […]
Influencers are turning the world of content on its head, matching their authentic voice and strong social following with brand expertise to create a truly compelling message. Ahead of Marketing Week’s panel at Cannes Lions next week we look at what the future of influencer marketing holds.
Hovis, which was founded in 1886, is a brand blessed with a “treasure chest” of distinctive assets, says new CMO Mark Brown. His job is to deploy these in relevant way to drive demand for the brand.
B2B marketers see the value in using events to build customer relationships in a less pressured environment, although linking the message with social is proving popular.
With a focus on storytelling and alignment across the business, Amex Global Business Travel has evolved its marketing strategy for a new generation of travellers.
Ocado Ads claims to offer advertisers a “unique” set of retail media solutions driven by its online-first operating model.
