TUI now acts on customer insight “almost immediately”, a change brought about by the pandemic that CMO Katie McAlister says must remain in place if it is to retain a competitive advantage.
CMOs and marketing managers must manage their time effectively and complete a brand diagnosis within their first six months on the job, says Ritson.
B&Q is looking to increase brand equity through the launch of its latest campaign, after pivoting its marketing strategy last year to focus on long-term brand building.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From getting young people interested in a marketing career to the need to balance brand and performance, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Nike pointed to direct sales increasing 28% to $4.7bn (£3.4bn) and a rise in online sales, as proof of its digital strategy is working, as it aims to be a 40% digital business by 2025.
New CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
Consumer confidence has dropped due to concerns about rising tax, food and fuel prices, while the end of the furlough scheme means consumers are “slamming on the breaks” in anticipation of economic hardships.