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.
‘Humaning’ and the promise of a vaccine: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Mondelēz’s reinvention of marketing to what a potential vaccine could mean for struggling brands, it’s been a busy week. Here’s my take.
Brewdog, L’Oréal, Specsavers: 5 things that mattered this week and why
Marketing Week ReportersWith Specsaver’s CMO Katherine Whitton leaving, Brewdog’s ad ban and the advertising industry’s climate crisis call to action, here are some of this week’s biggest marketing stories.
3 questions I wish I’d asked as a junior marketer: Very’s Carly O’Brien
Matt BarkerConnecting with new people and discovering fresh ideas is very much at the heart of Very Group CMO Carly O’Brien’s marketing philosophy, as is learning to strike the right balance between daily concerns and the long-term picture.
Consumers ‘on edge’ as confidence dips to spring lockdown levels
Charlotte RogersPersistent fears over personal finances amid tightening Covid-19 restrictions have put consumers on edge ahead of the crucial Christmas shopping season.