How Macmillan is moving its brand beyond metaphors to show ‘harsh reality’ of cancer
Macmillan Cancer Support is prepping a radical brand overhaul, as it looks to introduce more people to the brand amid increasing cancer rates.
Macmillan Cancer Support is prepping a radical brand overhaul, as it looks to introduce more people to the brand amid increasing cancer rates.
Macmillan Cancer Support is looking to change its marketing strategy and overhaul the brand, as it aims to be more inclusive and show “the breadth of the services” it provides.
As research reveals even regular donors feel little emotional connection, charities need to find an integrated approach to communications that inspires supporters to become advocates.
Charities have come under fire over the summer for the way they fundraise after concerns about some of the aggressive tactics used and the revelations have had an impact on perceptions of the charity sector, according to new research.
Since launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
Despite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.
The need to deliver growth on a reduced budget is the reality for many marketers but its not just a job of optimising investment. For marketing leaders, it’s also about maintaining motivation and managing expectations.
Brands need to work ‘hand in glove’ with agency partners to get the best results, suggests Matalan marketing boss Ali Jones as she undergoes brand transformation.