UKTV: ‘Content marketing is a slow burn tool’
Mindi ChahalTo ensure its success marketers need to make a long-term commitment and investment in content marketing, according to UKTV marketing director Simon Michaelides.
5 things you need to know this week
Thomas HobbsWith the results of a General Election, a new major campaign from Coca Cola and more setbacks for one of the UK’s big four supermarkets, here are five of the biggest stories from the marketing industry over the last seven days.
Brands need to push inclusivity in order to drive engagement, says ex-BP CEO Lord Browne
Alison MillingtonBrands need to make inclusivity a priority and have role models inside their companies in order to continue to attract talent and drive engagement, according to ex-BP CEO Lord Browne.
‘Combining left and right brain is fascinating’: One marketer on serving customer and company
Josh StephensonFormer P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
It’s time The Body Shop became exciting as well as ethical
Helen EdwardsThe Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Halfords introduces dynamic pricing in garages
Niamh CarrollMotor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
Competition watchdog to open investigation into supermarket loyalty schemes
Chris SutcliffeThe Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.