CNBC repositions brand as it aims to broaden its appeal among millennials and marketers
Leonie RoderickThe TV news network CNBC is refreshing its brand on an international scale in early 2016, as it hopes to lure in a younger and more diverse business crowd as well as making a bigger push for senior marketers.
Tumblr’s head of sales on attracting advertisers, storytelling and the future of social media
Leonie RoderickOver 85 million posts are published on Tumblr every day, reaching an audience of 550 million people. However, the social media network is now on a mission to get more brands interested in the platform.
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How Benetton is changing its colours
Mindi ChahalFamed for its shocking ads of the 80s and 90s, Benetton’s sales have slumped recently, but chief marketer John Mollanger’s turnaround plan puts the focus back on products.
Heinz Beanz consideration drops following price increases
Rachel LawlerHeinz Beanz’s consideration and value scores have fallen as consumers switch to own-brand goods, YouGov BrandIndex data shows.
Branding, music and avoiding the perils of purpose – creative effectiveness unpacked
Rachel LawlerThe craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.
‘It’s creating demand for the future’: Zendesk on the importance of brand building in B2B
Josh StephensonZendesk is looking to move forward from its troubled takeover with a brand refresh and media investment which takes a forward-looking approach to tackling customer acquisition that puts mental availability high on the agenda.
Two-thirds of B2B marketers expect budgets to grow in the next 12 months
Rachel LawlerDespite the challenging economic environment, a new report from Linkedin shows many B2B marketers are set for increased budgets, backed by finance peers who have greater faith in their ability to drive revenue.