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.
What impact will brands snubbing GB News have long term?
Manny PhamAnalysts argue the decision by brands such as Kopparberg, Ikea and Nivea to pull their advertising off GB News could be temporary if the channel proves successful.
‘Lies, hypocrisy and deceit’: BrewDog’s brand health takes hit from allegations
Michaela JeffersonAs former staff accuse the craft beer brewer of creating a “culture of fear”, BrewDog has seen its brand health scores plummet, although the impact on purchase intent has been minimal.
Meet the DTC laundry brand taking on the FMCG giants
Charlotte RogersFounded by two former Unilever marketers, Smol is gaining ground on its global FMCG rivals with a DTC model focused on being eco-friendly, convenient and value for money.
Marketoonist on the next big thing in marketing
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here