Marketoonist on the innovation funnel
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
‘Smartphones on wheels’: Why Ford is prioritising innovation as cross-category comparisons rise
Lucy TesserasConsumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
Virgin Media on avoiding ‘innovation for the sake of innovation’
Michaela JeffersonMarketing director Amy Gilbert explains how the broadband firm ensures its marketing innovations are relevant, credible and connected to the brand.
Coca-Cola marketers add innovation to ‘primary focus’
Niamh CarrollCoca-Cola’s CEO credited increased marketing investment with driving “strong sales” across all operating segments in the company’s first quarter results for 2022.
McVitie’s: Investment in brand is crucial for remaining in ‘hearts and minds’ of consumers
Niamh CarrollMcVitie’s claims to be the “definitive” UK biscuit brand, but its marketing director James King says it can’t afford to not invest in its position, as it launches a new masterbrand campaign.
Budgeting and changing strategy: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
Nike pledges to ‘stay on the offensive’ as it increases focus on demand creation
Chris SutcliffeThe sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
How Dunelm’s top marketer shifted focus from product to customer
Josh StephensonSean McGinty tasked himself with putting the customer at the heart of Dunelm when he joined the business from Aldi earlier this year.
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