Marketoonist on Cannes Lions
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
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Why one B2B business is trying to market more like a consumer brand
Sarah VizardSAP has an ambition to become the first pure-play B2B company to make it into the top 10 on BrandZ’s most valuable brands list through a focus on creativity, storytelling and the needs of its customers.
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How Birds Eye is measuring ‘return on creative investment’
Sarah VizardBirds Eye has overhauled its marketing strategy to put a greater focus on creativity, a move that is already having an impact on its performance and how it views investment in creativity.
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How the portrayal of women in media has changed
Leonie RoderickWhile brands are less likely to stereotype in their advertising, there is still a way to go when it comes to the representation of women on screen and in print.
Gifts form an emotional connection that discounting can never achieve
Ed WardSavvy marketers are realising discounts ruin brand image and slash margins, but gifts and rewards can boost sales while building loyalty.
Want to invest in your future? Make ageism a thing of the past
Jonathan DurdenOlder talent represents a bargain for brands, with priceless wisdom and focused creativity outweighing the price tag.
‘Discipline in the kitchen, magic on the plate’: How KP Snacks’ marketing transformation has enabled growth
Niamh CarrollStreamlined processes, the principles of Ehrenberg-Bass, and creating an ‘engaged marketing community’ are all helping the privately-owned snack company drive growth, says marketing boss Kevin McNair.
Camelot pledges to ‘invest and innovate’ around National Lottery despite losing license
Michaela JeffersonAs it battles with the Gambling Commission over the decision not to renew its National Lottery licence in 2024, Camelot has reported ticket sales of more than £8bn for the second year in a row.