John Lewis recruits 1 million new customers amid return to profit
Charlotte RogersThe retailer claims value is still at the ‘centre of its gravity’, while work on a proposed pan-partnership loyalty scheme continues.
The retailer claims value is still at the ‘centre of its gravity’, while work on a proposed pan-partnership loyalty scheme continues.
B2B brands don’t just need the salience to make it onto buyers’ shortlists, but must also win their confidence during the purchase process.
From repositioning as a revenue generator to nailing the message internally, B2B marketers need to be patient, brave and tenacious if they want to land investment.
Career and Salary Survey data reveals younger marketers are favouring marketing-specific degrees, while the broader workforce remains dominated by the degree educated.
CEO Bjørn Gulden admits the company still has a “long way to go” as it seeks to build brand equity and recover from a disrupted few years.
Not everyone will always like it, but addressing cultural tension with genuine creative tension is the only way to drive real change.
Despite its parent company posting a pre-tax loss of almost £1bn, the supermarket giant stepped up marketing spend in 2023 in a bid to improve value perceptions.
AI: Beyond the Hype. Generative AI has the ability to transform market research, removing menial, time-consuming tasks. But tools need to be briefed “rigorously and comprehensively”, and results must still be “validated and interpreted by qualified humans”.
Campaigns designed to drive trust in the brand had traditionally centred around rational fact but with its most recent effort, McDonald’s decided humour could enable it to more effectively drive food quality perceptions.
Google owner Alphabet has so far failed to demonstrate its readiness for an AI-driven future, where its mission and established products could become redundant.
4Creative’s managing director Katie Jackson has been named interim CMO at Channel 4 as the business looks for a permanent replacement for Zaid Al-Qassab.
Domino’s says sales dipped in January but its CEO stands by the decision to “hold back” marketing spend, so it can put more investment behind a raft of upcoming launches, including a £4 lunch deal and its loyalty scheme.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
After an “abnormal” 2023 where pricing dominated, Asahi will be returning to using a broader range of levers including innovation to drive growth this year, says CMO Grant McKenzie.
It is imperative that marketers and their agencies take a lead on the climate emergency – not just for moral reasons – but for financial ones too.