Santander took over sponsorship of the London Cycle Hire scheme last summer and claims it is already seeing a boost to brand metrics, with the deal helping the brand better engage customers and help them get ‘under the skin’ of the brand.
Big brands can tap into consumers’ obsession with ‘craft’ and ‘artisan’ goods by using content to change perceptions, even if their product is mass-produced, but they need a credible story
To create the mythical billion-dollar business, entrepreneur and investor Sherry Coutu recommends targeting ‘scale-ups’, not startups – companies with momentum where marketers have a key role.
Air conditioning brand Nuaire did a complete U-turn on its positioning, which resulted in it creating a pipeline value of £7.4m in just five months.
As the furlough scheme comes to an end, the realities of the impact of Covid-19 on the economy and jobs is becoming ever clearer. In our new series, our secret marketer takes us behind the scenes to offer some catharsis and lessons on what to do if you find yourself made redundant.
From building teams you can feed with two pizzas, to committing to regular retrospectives, agile working is helping GSK rethink how it does business in the era of Covid-19.
In an exclusive interview, Coca-Cola UK marketing boss talks about the challenges of 2020 and why the soft drink maker has had to be “braver” than ever before.