Marketoonist on how to write a creative brief
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
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Ed Pilkington: To talk about quality, you first need a story
Ed PilkingtonBrands need to deliver quality across everything they do, it is then marketers’ job to share the core product messages as part of a compelling narrative.
Wetherspoons should be applauded for starting from scratch on data
Thomas HobbsThe cynic will say this is just an attempt to avoid a fine, but hitting the reset button on data is a strategy that should be applauded.
Asics in biggest brand shakeup in 25 years as it looks to broaden appeal
Sarah VizardThe Japanese sports brand is overhauling its marketing strategy as it looks to become known for more than just running gear.
Brands in a crisis and thinking long term: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Superdrug’s response to the cost of living crisis to how SMEs tackle long-term brand building, it’s been a busy week. Here is my take.
How M&S plans to become ‘more relevant, more often’
Niamh CarrollM&S Food has a “busy summer” of marketing ahead of it, says marketing director Sharry Cramond, as the grocer doubles down on delivering healthy food at low prices.
Why Superdrug believes it is ‘poised nicely’ to help customers through the cost of living crisis
Michaela JeffersonPrice and promotion will be “key” to Superdrug’s marketing plans over the next year, with a focus on own brand products and improving its loyalty proposition.
Pret’s former marketing boss on the secrets of a growth mindset
Charlotte RogersFrom taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.