Barclaycard now handles 85% of its creative work in-house, which has given the business more ownership of the brand while reducing costs but it has also increased accountability.
The way companies structure their brands gets little attention but is of huge importance, as three high-profile stories have reminded us this week.
Classic ads and product placements continue to have a brand-building effect decades later, which is a benefit more marketers should pay attention to when commissioning creative.
Coca-Cola praises marketing investment for helping to shift consumer mindsets about the soft drink company and its namesake brand.
Reports are constantly suggesting the CMO role is obsolete, but top marketers from RBS, Tesco, Birds Eye and Salesforce disagree, saying when “marketers deliver, there is no problem”.
Japan’s rugby team might appear to have few links to Skoda, but both have excelled against expectation using a challenger mindset, which others can emulate.
The strategies for success behind the best global brands Interbrand marked the 20th anniversary of its annual Best Global Brands valuation report by comparing the current top 10 with their first rundown from two decades ago. No surprise that big tech dominates this year’s list (Apple, Google, Amazon and Microsoft hogging the top four, in […]