Ofcom eyes extending ad breaks in broadcast shake-up
Charlotte RogersThe regulator is “scoping a range of options”, as it looks to balance the interests of viewers with the need to help UK broadcasters compete with the likes of Netflix and Disney+.
Bose on modernising its marketing with a music-first strategy
Molly InnesBose hasn’t always been in the right places says CMO Jim Mollica, who wants to take the premium audio brand on a modernising journey – starting with becoming a content publisher.
Accenture: B2B brands don’t give enough attention to the craft
Molly InnesA jury member for the new Creative B2B Lions, Accenture marketing boss Jill Kramer says B2B brands risk becoming wrapped up in complexity and not giving “enough time, love and attention” to their craft.
McDonald’s global CMO on turning around its ‘cultural wallpaper’ image
Molly InnesMcDonald’s global CMO Morgan Flatley explains how the brand’s ‘Famous Orders’ campaign helped transform its marketing.
Apple beats Amazon and Google to reclaim title of world’s most valuable brand
Molly InnesApple is “on course” to become the world’s first trillionaire brand after topping Kantar’s BrandZ ranking for the first time since 2015.
Cost of living crisis helps Aldi bounce back into BrandZ top 100
Molly InnesKFC has also returned to the ranking of the world’s most valuable brands having both been absent in 2020.
How one sector ‘woke up’ to marketing’s commercial potential
Molly InnesThe company behind plant food giant Miracle-Gro, Evergreen wants to provoke a rethink of the garden care sector by pushing marketing up the commercial agenda.
UK B2B marketers ‘cautiously optimistic’ about creative future
Molly InnesWhile research reveals B2B marketers are still lagging in creative confidence and feel concerned about attracting talent, a “paradigm shift” is inspiring the industry to ramp up its storytelling credentials.
‘A new IBM’: How the tech giant simplified its marketing
Molly InnesAiming for “less than zero daylight” between sales and marketing, IBM’s Jonathan Adashek looks to run marketing like a political campaign inspired by his days at the White House.
Dr. Martens: Consumers want icon brands in times of crisis
Molly InnesDespite rising prices by 6% globally, the footwear brand is confident a strong DTC strategy and cultivating a “scarcity mindset” will keep consumers spending.
Lego at 90: Inside the brand’s mission to prioritise play
Molly InnesOpening the doors of its Danish HQ to celebrate its 90th anniversary, Lego outlines how it plans to put play back on the agenda.
Ageism: Is marketing ‘obsessed’ with hiring digital natives?
Molly InnesFrom a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.
‘A rocket ship ride’: Microsoft’s CMO on 30 years at the brand
Molly InnesHaving spent around half of his three decades at the tech giant in marketing, Capossela believes his breadth of experience – including a role as speech assistant to Bill Gates – has helped him succeed.
BT on why it won’t shy away from ‘spiky topics’
Molly InnesDeciding to “step up” and take a stand on online hate with its ‘Hope United’ campaign, BT knew it needed to move away from the standard campaign process in order to succeed.
Reach: Consumers aren’t sat at home thinking about brands
Molly InnesBrands should be bringing their purpose inwards, not outwards, says Reach’s director of market insight and brand strategy Andrew Tenzer.
Microsoft CMO: Marketers need to ‘get over their imposter syndrome’
Molly InnesMarketers are the equals of their peers in sales and finance, argues Microsoft’s Chris Capossela, who believes marketing can build brand love by focusing on price.