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.
Staff at Sainsbury’s in Bath created the chain’s first signing store for the hard-of-hearing attracting worldwide media recognition.
Marketers spend most of their time encouraging proactive behaviour change, but it’s much more effective to remove the physical and psychological barriers that block it.
Budget decisions should support strategy. Even in uncertain times don’t forget the wise words of A.G. Lafley and Roger Martin: “Don’t let what is urgent crowd out what is important.”
Pizza Hut believes a focus on attribution and ROI can help to make its marketing more effective as it shifts to digital.
Brands chasing growth in the context of 2020 need to be prepared to take ‘calculated risks’ and experiment with new formats, without losing sight of the long-term plan.
Tesco achieved consumer engagement and sales uplift by putting an emotional spin on a price-driven campaign
In her first interview since taking on the top marketing job two months ago, Margaret Jobling says she is focused on bringing the company’s purpose to life while finding ways to improve the customer experience and marketing effectiveness.
Diageo launched a global online training programme for bartenders to keep one of the most social work communities together during lockdown.
Skipton Building Society had to convince its own stakeholders of the value of brand investment to secure a budget for a successful campaign.
Creating a culture of effectiveness doesn’t necessarily mean being a slave to KPIs and other metrics, argues Cancer Research UK marketing boss Philip Almond.
A measure of performance and potential leading indicator for future success, share of search is emerging as a new metric to add to the marketer’s armoury with possibilities that stretch far beyond the hype.
Diageo has added the latest data about Covid-19 with insights and consumer behaviour information to help improve marketing effectiveness during the pandemic.
Chelsea Football Club can only accommodate a tiny fraction of its fan base at its stadium, so launched a mobile app to drive engagement across the world on match days and beyond.
Mastercard’s marketing team is taking both a long- and short-term view as it looks to mitigate the risk of the pandemic on its business.