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.
SMEs on reaching the brand building ‘tipping point’
Matthew ValentineBy working up to investing in brand building – rather than adhering to the 60:40 rule – are small businesses on the road to success or setting themselves up to fail?
Socio-economic diversity is the tide that floats many boats
Daryl FieldingAddressing marketing’s lack of socio-economic diversity could be the key to creating a more inclusive industry in general. However, making a difference starts with taking practical steps.
If marketing leaders don’t take a stand we all risk losing control
Secret MarketerIt takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.
How a Lurpak YouTube ad ranked among the most effective in March
Michaela JeffersonLurpak’s sizzling spot has many of the characteristics that “underpin” creative effective video in a YouTube context, according to the latest The Works study.