How to become a ‘craft’ brand by using content
Big brands can tap into consumers’ obsession with ‘craft’ and ‘artisan’ goods by using content to change perceptions, even if their product is mass-produced, but they need a credible story
Sky ups rivalry in pay TV market with ‘most digitally innovative campaign ever’
Leonie RoderickSky has launched its ‘most innovative digital campaign yet’, using Twitter Moments, sequential outdoor targeting and new mobile display tools to promote its premium Sky Q service and chase digitally-savvy consumers.
Asda turns to former Saatchi & Saatchi man for new marketing boss
Thomas HobbsAsda has appointed Andy Murray, the founder of shopper marketing agency Saatchi & Saatchi X, as its new chief customer officer as former marketing boss Barry Williams leaves the supermarket after eight years.
Secret Marketer: The future success of marketing relies on content, not creative
David CoveneyOne consequence of being called ‘CMO’ is that you get approached from all parts of the industry, asking for your opinion.
The need for market orientation and communicating effectiveness: Your Marketing Week
Russell ParsonsAt 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 need to look at your brand from the customer’s perspective to a trip down memory lane with nostalgia brands, it’s been a busy week. Here is our take.
The mini-budget: Six key take outs for marketers
Michaela JeffersonChancellor Kwasi Kwarteng is banking on tax cuts and energy bill support to boost the UK economy to a growth rate of 2.5%.
Differentiated brand experiences: Why success means examining every aspect of the organisation
Lucy FisherAt a Festival of Marketing Masterclass event, marketers learned how to become consumer-centric but brand-led and technology-inspired.
Nostalgia marketing: Why brands need to go beyond good memories to drive sales
Niamh CarrollCertain food and drink brands live fondly in the memories of many British consumers; but nostalgia alone won’t help keep consumers coming back.