Mark Given, head of brand communications, Sainsbury’s
Winner: Brand of the Year, in association with YouGov
brightcove.createExperiences();
Vita Coco launches ‘biggest’ campaign to help grow coconut water category
Lara O'ReillyVita Coco has launched its biggest marketing campaign in the UK to date, leading on its brand’s “own flamboyant personality” rather than previous ambassador Rihanna, as it looks to double its sales and grow awareness of the wider coconut water category.
Why marketers shouldn’t always strive to be the funnyman
Lara O'ReillyHave you heard the one about the marketer who tried to make his ads funny like everyone else? His campaign was a joke that went down with consumers like a lead balloon. With the deluge of attempted humour in marketing communications, there is a new wisdom that suggests when everyone else is “zigging”, your brand should try to “zag”.
IPA chief hits back at report slamming agency effectiveness
Lara O'ReillyThe IPA has hit back at a “disappointing” report citing the lack of trust CEOs place in marketing agencies, claiming many commercial leaders are “firm advocates” of the creative end of commerce.
Personalisation and BrewDog’s brand health: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the success of Pets at Home’s micro-targeting efforts to the development of Britvic’s “centre of excellence”, it’s been a busy week. Here is my take.
How Toyota Yaris increased its market share to an all-time high
Marketing Week ReportersWith a series of strategic ‘flips’ Toyota Yaris was able to attract new audiences and shift perceptions of the brand.
Unilever on why sustainability has acted as a ‘talent magnet’
Manny PhamUnilever says in 54 out of 75 markets where it tracks staff attitudes, sustainability comes out as the top reason for joining the company.
Growth Hacks: Ufurnish’s Toni Wood on how not to waste time
Charlotte RogersDescribing time as the most precious commodity in a startup, Wood explains how being disciplined and taking inspiration from outside ensures Ufurnish does not skip a beat.
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