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.
Celebrate how you support mental health, but always commit to doing more
Tanya JosephIn Mental Health Week, it’s a good time to highlight your brand’s efforts to protect staff wellbeing, but you need to spend the rest of the year putting them into practice.
Oystercatchers hires Posterscope’s Gill Huber as managing partner
Michaela JeffersonThe former agency boss replaces Jude Bridge at the helm of the marketing consultancy.
Currys rebrand: Four brands become one as it ‘invests hard’ in simplified proposition
Michaela JeffersonCurrys is by far the superior brand of the four merging businesses, but a number of challenges lie ahead for the electrical goods retailer.
NatWest’s CMO slams lack of ‘pointed’ efforts to ramp up diversity
Manny PhamFive years ago, NatWest CMO Margaret Jobling thought the marketing industry would naturally become more diverse, but she realises now more action must be taken.