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.
Christmas spending, accessibility, retail data: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Kellogg Company splits business with launch of Kellanova to house global snacking brands
Chris SutcliffeFollowing a split between its US-based cereal business and global snacking organisation, Kellogg Company is negotiating a new brand architecture.
What does the term ‘marketing transformation’ really mean to businesses?
Niamh CarrollMarketing transformation is a term used by all sorts of brands and business but lacks a common term. What classes as truly transformative work, however, is a fiercely debated topic.
McVitie’s: Investment in brand is crucial for remaining in ‘hearts and minds’ of consumers
Niamh CarrollMcVitie’s claims to be the “definitive” UK biscuit brand, but its marketing director James King says it can’t afford to not invest in its position, as it launches a new masterbrand campaign.