SAP 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.
Birds 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.
While 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.
Savvy marketers are realising discounts ruin brand image and slash margins, but gifts and rewards can boost sales while building loyalty.
Older talent represents a bargain for brands, with priceless wisdom and focused creativity outweighing the price tag.
Streamlined 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.
As 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.