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‘Ad mum’ is dead, long live real mums
Justine RobertsAt last year’s Mumstock, the annual ‘marketing to mums’ conference we rather cheekily told the 400 or so marketing and advertising professionals who paid to come along where lots of them were going wrong when it came to connecting with mothers.
Unilever spies emerging market opportunities at MWC
Jonathan BaconUnilever has identified opportunities to expand its reach in emerging markets as a consequence of innovations unveiled at Mobile World Congress (MWC) this week.
What the new Morrisons CEO appointment means for its marketing
Thomas HobbsNew Morrisons chief executive David Potts must avoid looking back too much at his Tesco past for inspiration if the struggling retailer is to return to growth and successfully revamp its marketing.
Heinz Beanz consideration drops following price increases
Rachel LawlerHeinz Beanz’s consideration and value scores have fallen as consumers switch to own-brand goods, YouGov BrandIndex data shows.
Branding, music and avoiding the perils of purpose – creative effectiveness unpacked
Rachel LawlerThe craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.
‘It’s creating demand for the future’: Zendesk on the importance of brand building in B2B
Josh StephensonZendesk is looking to move forward from its troubled takeover with a brand refresh and media investment which takes a forward-looking approach to tackling customer acquisition that puts mental availability high on the agenda.
Two-thirds of B2B marketers expect budgets to grow in the next 12 months
Rachel LawlerDespite the challenging economic environment, a new report from Linkedin shows many B2B marketers are set for increased budgets, backed by finance peers who have greater faith in their ability to drive revenue.