The ice cream brand’s top UK marketer wants to build on last year’s Wimbledon campaign to rebuild relevance, particularly among millennials, as it looks to get back to its disruptive roots.
BMW’s brand revitalisation efforts must find the perfect balance between heritage and modernity. It’s going to be a tough job but with former Mini marketer leading the charge the brand is in good hands.
Brands must understand every aspect of consumers’ lives and strengthen social bonds if they want to secure loyal, happy customers, but first they need to empower employees, according to new research shown exclusively to Marketing Week.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Morrisons’ Christmas ad is the second most creatively effective this year, according to System 1’s analysis, with a star rating of 4.7 out of 5.5. The supermarket’s marketing director says the brand is increasingly focused on delivering effectiveness with its advertising.
From upskilling existing teams and collaborating with other departments to exploring new ways of finding talent, marketers are working hard to ensure they have the right skills mix for what has been described as a “transition year”.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the success of Pets at Home’s micro-targeting efforts to the development of Britvic’s “centre of excellence”, it’s been a busy week. Here is my take.