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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
How M&S strikes a balance between ‘crazy creative’ and going ‘too safe’
Erin LyonsRisk taking is necessary if a brand intends to stand out, according to Marks & Spencer’s marketing boss for food and hospitality, but they mustn’t go so far they lose the brand’s identity.
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How Audi is bringing creativity to marketing effectiveness
Sarah VizardBy using econometrics, Audi has found ads that cut-through are three times more efficient at driving orders, making creativity “really key” for the business, a learning it is taking to the rest of its communications.
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How Huawei’s marketing helped it become the number two smartphone brand
Sarah VizardThe Chinese brand has managed to break the Apple and Samsung hegemony in the smartphone market through a focus on innovation and collaboration, but it faces a big challenge to achieve its goal of being the biggest global player.
Digital TV must overcome its contradictions if it wants to attract more ad dollars
Ben DavisDigital TV is becoming ever more popular among consumers, yet it lags behind in advertisers’ plans. Yet as the siloes between digital and TV break down, it is an area brands should find worth exploring.
‘It’s much easier when you win’: How NatWest rode the rollercoaster of England’s Cricket World Cup triumph
Sarah VizardNatWest picked the right time to be the main sponsor of England cricket after both the men’s and women’s teams won the World Cup, with sport sponsorship playing a key role in turning around perceptions of the brand.
Vauxhall boss admits brand positioning was ‘unsustainable’ as he drives turnaround strategy
Molly FlemingStephen Norman became managing director of the car marque last year after four decades in car marketing, and has spent the past 18 months repositioning the floundering car brand.
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Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here