Having recently returned to sales growth for the first time in four years, Morrisons’ head of marketing Andy Atkinson says the supermarket’s marketing is back on track after it embarked on the biggest customer listening programme in its history.
Sainsbury’s chief executive Mike Coupe has expressed doubts to whether Aldi and Lidl can maintain their marketing leading edge on low prices.
Asda has appointed Saatchi & Saatchi as its lead advertising agency, replacing VCCP after three years as parent Walmart takes more control of the struggling UK supermarket after growing impatient following a period of poor sales.
Warning that marketers are falling into the trap of “obsessing” over efficiency, Sutherland argues businesses should instead be looking towards digital as a tool for experimentation, now more than ever.
The context for consumer decisions is changing fast, but how we choose has evolved over millennia, so why are marketers obsessed with change?
Despite just being a trial to establish the effectiveness of the channel, Mini’s campaign with Dogs Trust has ranked as the most emotionally evocative cinema ad of last month.
Lorraine Heggessey, who has led transformation at high profile media brands including the BBC, says good leadership is built on communication, because there is “no point having the best strategy in the world if nobody knows what it is”.