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.
Marketoonist on opting out
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Digital strategies: How retailers are flexing between local and global
Matt BarkerBrands planning for an uncertain future need to find the right balance between online and offline if they want to retain consumer confidence and trust.
Marketing Week Top 100 2020: The top FMCG marketers
Marketing Week ReportersMarketing Week reveals the top 10 FMCG marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Why Tesco Mobile is ‘pulling closer’ to the masterbrand
Charlotte RogersWith a new brand identity rolling out nationwide and a tie-up with Clubcard Plus already underway, Tesco Mobile CMO Rachel Swift believes bringing the business closer to the wider Tesco family is a savvy way to standout.