Being able to take advantage of opportunities and overcome challenges starts with having a solid marketing strategy in place, which Boots CMO Pete Markey says might sound basic, but without the right foundation it’s easy to get blown off course.
Despite proving the correlation between customer and commercial, Direct Line Group’s Mark Evans says customer orientation is “not natural to everybody” so the business has to constantly “fight that tide”.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From understanding where you can add value to Sports Direct’s brand building endeavour, it’s been a busy week. I’m stepping in for Russell again this week, so here is my take.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the strategy behind Budweiser’s UK hard seltzer launch to John Lewis’s focus on “enhanced value”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
As part of the My Morrisons loyalty scheme, the supermarket has launched an app to keep track of savings and provide personalised offers.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the decline in CMO tenure to Corona strengthening its brand, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Consumer confidence continues to lift as people respond positively to news of a rebound for the economy during the second half of the year, but new variants and inflation are still cause for concern.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Michelle McEttrick is leaving the supermarket after six years having played a “key role” in the turnaround of the Tesco brand.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From an overreliance on simple measures of success to KFC’s turnaround story, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
When analysing simple metrics like NPS marketers can’t look at the number in isolation, they must frame it within a wider context, diagnose what it means and ask how it can be improved.
TUI now acts on customer insight “almost immediately”, a change brought about by the pandemic that CMO Katie McAlister says must remain in place if it is to retain a competitive advantage.
Samuel Day admits it’s not easy to get internal stakeholders on board when implementing a long-term strategy, but says in order to do so marketers need to educate CEOs and CFOs in the principles of marketing.
Replens MD, an intimate moisturiser brand, has won £500,000 of advertising space across the Transport for London network, while Brompton Bicycle takes home second place.
Major brands are supporting the launch of the first industry-wide census to assess the extent of the diversity and inclusion problem, the results of which will form an action plan.
The FMCG giant will stop using the word ‘normal’ to describe hair and skincare products and has banned the use of excessive digital editing as it looks to “do more good, not just less harm”.