Marketoonist on influencer marketing
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Millennial travel brand Day 8 on the end of the influencer and rise of community
Molly FlemingDay 8 is cutting the use of large-scale influencers as it looks to harness its own holiday-makers and build a community that will appeal to the younger generation.
The three Ts and three Rs: How General Mills invests in influencer marketing
Molly FlemingGeneral Mills is putting influencer marketing at the heart of its new organic business but it has strict criteria about when to invest revolving around the three Ts and three Rs.
The pros and cons of hitching your brand to a celebrity influencer
Harry LangWorking with celebrities comes with risks and rewards, but self-made social media influencers offer an affordable route to fame for canny marketers.
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.
Why Dickies isn’t taking its 100-year legacy for granted
Niamh CarrollCelebrating its 100th anniversary this year, apparel brand Dickies is on a mission to cater to a diverse consumer base spanning builders and tradespeople to skaters and artists.
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