Dunelm’s marketing lead on hoping to alter customer perceptions around the breadth of its range through focusing on what the company already has rather than reinventing the wheel.
Alessandra Bellini, Marketing Week’s Marketer of the Year in 2020, will leave the role at the end of September, prompting a restructure that will see the chief customer officer role scrapped and a new dual unit created.
Hiscox’s marketing lead hopes its investment in brand will help it stand out in a crowded category – and form the foundation of the business for years to come.
The B2B brand was an unlikely sponsor of the Women’s World Cup but sees sport as another opportunity to invest in brand marketing and build connections with its customers.
The FMCG giant has created a ‘coalition of partners’ to help content creators feel more confident when posting about sustainability.
Greenhushing is seeing more brands going dark on their sustainability measures. This isn’t just a moral complication – but a financial one too.
The B2B giant prides itself on a dual effectiveness tracker that proves the worth of brand and performance marketing to senior leadership.
A sizeable minority of marketers are either adopting an ad-hoc approach to tracking effectiveness or limiting their audit to once yearly. Worse still, some respondents to our survey report that they’re not carrying out any effectiveness analysis at all. The reasons are many and varied but chief among them, a lack of confidence in their capability.
Mark Ritson and Helen Edwards argue that speaking a shared language within a business is key for marketers to progress.
Candy Crush Saga’s vice-president of marketing on why working closely with the product team has been key to the mobile game’s longevity – and its innovations.
Peperami’s marketing lead on why it is launching its biggest campaign in nearly a decade during tough economic times to strengthen awareness of its wider portfolio.
M&S is outperforming its high street rivals across all key brand health metrics, according to data from YouGov BrandIndex.
Motorway’s marketing director believes differentiation is key for utility brands as the car-selling platform continues to grow at pace.
Weetabix is a brand that has been unafraid to experiment with its marketing team structure and allow talent to move across business functions, something which marketing director Francesca Theokli says sets it apart.
Spirax Sarco shifted its positioning three years ago to put its sustainability credentials at the heart of its messaging. Its top marketer explains how investing in its brand has strengthened its offer.
Ottokar Rosenberger has always put smaller firms with bigger challenges first as he plotted his route to the C-suite. Now a CEO, he believes most marketers are well-placed for the demands of the boardroom.