In this edition of Marketing Week Explores, we discuss how to solve marketing’s declining reputation and the media models promising to save publishing.
The energy provider is launching a campaign to tackle air pollution as it looks to challenge sector norms and how customers view E.ON.
Shoppers of direct-to-consumer brands are more affluent, have higher expectations and display different media behaviour to the general online population, according to new research
Toast Ale, which is made from surplus bread, has rebranded, dropping its sometimes “preachy” communication to better engage consumers.
As the brand competes with disruptors such as Fenty and Glossier, it is focusing on a three-point plan to ensure it is relevant to younger consumers.
Volkswagen has created a “no filter” brand world that includes the introduction of a new logo, brand design and female voice.
Diet Coke’s new campaign ‘You Do You’ sees grannies enter the world of dating apps as it looks to target both loyal drinkers and ‘a new wave of fans’.
Eurostar looked back at old archives to “refresh” its tone of voice and create a “boldness” its new marketing director felt it had lost.
Coca-Cola’s Walter Susini has no regrets about his career, but he does believe there are certain things he could have broached earlier that might have changed his professional trajectory.
As British Airways celebrates its 100th anniversary, it is facing poor rankings, striking staff and irritable consumers but to secure the brand’s future it needs to stop focusing on the past and invest in the future.
Despite growing concerns of the impact a no deal Brexit could have on consumer spending, Pernod Ricard believes people will continue to pay for more expensive spirits as they look to drink “less but better”.
With an estimated 1.3 million regular users of CBD in the UK, more brands than ever are infusing products with the extract. But with a complex regulatory environment and drug connotations, how can marketers make the most of this craze?
By looking at more than one million comments about mascara online, the beauty giant was able to come up with what it believes is the ultimate product.
McCain says its focus on diversity has had a real impact on the business, not just on brand perceptions but also its internal make-up.
After its £2.6bn acquistion by Pepsi, SodaStream is planning rapid growth through a focus on marketing and innovation but claims it is holding onto its startup mentality.
Galaxy is launching a new campaign to highlight its “fresh, contemporary and modern” repositioning, which it hopes will appeal to younger consumers.