How P&G is making Always a ‘giving’ brand

Like a girl

Sanitary brand Always recently launched its latest campaign ‘#LikeAGirl’. But it is not the usual creative aimed at tapping into the feminine hygiene market, projected by Smithers Apex to be worth nearly $25bn (£14.6bn) globally by 2018.

Working towards a single customer view

I agree that at present ‘the single customer view (SCV) is unattainable’. In our experience, many companies have a long way to go in gathering data from established channels such as websites, mobile apps and social media and across devices.  Unfortunately most seem to be trying to use data designed for other purposes to achieve […]

Profile: Pippa Dunn, chief marketing officer EE

Pippa Dunn 1

In her first interview since taking responsibility for the EE brand, CMO Pippa Dunn tells how she plans to win consumers’ mobile-fickle hearts, improve its ’most complained about’ customer service and build on the awareness of its huge Kevin Bacon campaign.

Playing it safe

Marketoonist 10 7 14 Playing it safe

Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here.

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