Marketoonist on the seven marketing personas
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Benefit reviews its brand DNA to keep up with Gen Z
Molly FlemingBenefit is updating its brand positioning to ensure it is relevant among a new wave of consumers looking for inspiration rather than aspiration and as it faces growing competition from direct-to-consumer brands.
Use technology to show more humanity, not less
Helen EdwardsMarketers need to get involved in conversations around technology to ensure it is put to use in a meaningful way that will enhance consumers’ experience rather than leave them feeling cold.
Why fashion brands must try harder to capture the ‘Muslim pound’
Charlotte RogersGreater nuance, more thorough segmentation and a genuine commitment to consult with the customer is needed if brands are ever going to attract the global modest fashion consumer.
How social can be used as a test bed for innovation
Charlotte RogersRather than fighting against it, brands can use social and the power of crowds as a testing ground for new ideas.
Eve shakes up agency set-up as it launches first campaign under new brand positioning
Sarah VizardCMO Cheryl Calverley eschewed the usual agency model for a more flexible set-up in its first major campaign to bring the Eve brand to life.
Unilever, Waitrose, M&S: 5 things that mattered this week and why
Marketing Week ReportersCatch up on all this week’s marketing news, including Sainsbury’s new CMO, the ousting of Marks & Spencer fashion boss Jill McDonald and the sponsorship opportunities around the Netball World Cup.
Marketing Week to launch 100 most effective marketers list
Marketing Week ReportersThe Marketing Week Top 100, sponsored by Salesforce, will be chosen by a judging panel including Marketing Week columnist Mark Ritson, former AMV BBDO chief Dame Cilla Snowball and Tom Fishburne, aka The Marketoonist.
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