Tesco beats supermarket rivals to gain biggest Covid brand health boost
Michaela JeffersonTesco CEO Ken Murphy claims it has strengthened its brand health across all metrics this year – but how does the supermarket compare to its UK competitors?
M&S on the role social insight played in launching its ‘biggest ever quality campaign’
Michaela JeffersonM&S wants to show consumers how far it goes to ensure food is sourced ethically and responsibly, with its latest campaign based on insights gleaned from social media.
M&S strategy to sell rival brands marks the end of an era
Matthew ValentineM&S’s move to start selling clothing from competitors including Hobbs, Joules and White Stuff is designed to pull in more customers and “turbocharge” online sales.
M&S sees alumni network as latest sign of digital transformation
Matt BarkerDescribing culture as the “core of its transformation”, Marks & Spencer sees its new alumni network as not just a way to reunite old colleagues, but as a handy tool for planning and strategy.
M&S taps up Tesco marketer to lead clothing and home
Lucy TesserasAnna Braithwaite will head up marketing for M&S clothing and home, tasked with driving reappraisal, replacing Nathan Ansell who is set to leave the business.
Coca-Cola crowned this year’s most effective Christmas ad
Sarah VizardThe combination of the nostalgia-tinged ‘Holidays Are Coming’ and its “heart-warming” ‘The Letter’ ad combined to make Coca-Cola the most effective advertiser in a year when brands found a number of ways to create effective marketing despite the pandemic.
Christmas with a conscience: How advertisers tackled the 2020 festive season
Charlotte RogersDuring a festive season under lockdown, brands have had to strike a delicate balance between spreading joy and respecting the mood of the nation, with kindness emerging as the key Christmas trend.
M&S Food on its Christmas campaign: Customers told us they don’t want fairy tales
Matt BarkerM&S Food marketing director Sharry Cramond explains why lessons learned under lockdown influenced this year’s Christmas ads.
M&S takes digital focus with ‘It’s On’ Christmas campaign
Sarah VizardThe retailer is eschewing TV this year for a campaign it hopes will reach customers as they are “scrolling and shopping”.
M&S CEO: This is not the right year for a big Christmas TV campaign
Sarah VizardMarks & Spencer is rethinking its marketing spend, particularly in its clothing and home business, to focus on search and social media rather than multimillion-pound TV campaigns.
Digital strategies: How retailers are flexing between local and global
Matt BarkerBrands planning for an uncertain future need to find the right balance between online and offline if they want to retain consumer confidence and trust.
M&S focuses on price in new campaign ahead of Ocado launch
Molly FlemingAs Marks & Spencer prepares to launch its Ocado partnership next month, the retailer wants to encourage more families to do larger grocery shops with it rather than rivals.
M&S overhauls Sparks loyalty scheme to go digital-first
Matthew ValentineThe retailer hopes the new scheme will offer a more personalised experience and feel “instantly rewarding”.
M&S cuts marketing spend by a third as it accelerates shift to digital
Ellen HammettMarks & Spencer is cutting its marketing spend by £50m this year, with much of that saving coming from TV and press as the retailer turns to social media amid the pandemic.
Conscious consumerism: How brands are rising to the challenge
Matthew ValentineFrom cutting back on red meat to upcycling clothes, conscious consumerism is on the rise and it has very real implications for brands across a variety of sectors.