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.
Branding, music and avoiding the perils of purpose – creative effectiveness unpacked
Rachel LawlerThe craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.
‘It’s creating demand for the future’: Zendesk on the importance of brand building in B2B
Josh StephensonZendesk is looking to move forward from its troubled takeover with a brand refresh and media investment which takes a forward-looking approach to tackling customer acquisition that puts mental availability high on the agenda.
Two-thirds of B2B marketers expect budgets to grow in the next 12 months
Rachel LawlerDespite the challenging economic environment, a new report from Linkedin shows many B2B marketers are set for increased budgets, backed by finance peers who have greater faith in their ability to drive revenue.
Diageo CEO Sir Ivan Menezes passes away
Niamh CarrollMenezes, who was responsible for the creation of Johnnie Walker’s ‘Keep Walking’ slogan, was described as still a marketer ‘at heart’ with a passion for building great brands.
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