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How one market-leading startup is scaling a brand-new retail category
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
How can SMEs ‘sweat their budgets’ in 2024?
Alex WrightRuthless prioritisation, ringfencing money for risk-taking and optimising internally could enable SMEs to stretch their budgets further.
How can SMEs strike a balance between long- and short-term success?
Michaela JeffersonRather than sticking slavishly to the 60:40 rule, flexing the balance between long- and short-term investment could prove fruitful for SME marketers balancing the books.
‘We’ve never had this access to talent’: SMEs on recruiting to chase growth
Ian BurrellFrom nurturing T-shaped talent to benefitting from specialists on the job market, SMEs are looking for new ways to recruit their way to growth.
Coke enlists Fifty Shades actor Jamie Dornan for ‘cheeky’ Diet Coke break ad
Niamh CarrollThe Fifty Shades of Grey actor will star in an ad revealing his passion for cold water swimming next month, as the brand continues to encourage consumers to enjoy a break with Diet Coke.
How CALM is using ‘targeted’ messaging to raise awareness on youth suicide
Amrit VirdiMental health charity CALM is targeting ‘trusted adults’ to tackle the rising problem of youth suicide as it looks to ‘resonate’ with different audiences.
‘Added complexity’: B2B marketers on drawing a ‘straight line’ between investment and outcome
Megan TatumFaced with challenges from the length of the sales cycle to the business buyer mindset, B2B marketers need to tell “compelling stories” in order to secure investment.
B2B skills gaps and John Lewis’s U-turn: 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 new research revealing the key skills B2B marketers feel they are lacking to John Lewis reviving its ‘Never Knowingly Undersold’ price promise, it’s been a busy week. Here is my take.