Planning for anything has been a huge challenge over the past 16 months. But what if you don’t plan at all? Would that help or hinder you as a marketer during a period of such uncertainty, when trying to second guess consumer behaviour patterns or mood swings has been nigh on impossible?
Learn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
A lesson in long-term effectiveness, Nationwide’s ‘Voices’ campaign leveraged five years of experience to meet the demands of the coronavirus crisis, flexing at speed to reflect consumers’ evolving needs.
By putting rigour into their long-term strategies and adopting an outcomes-focused approach, marketers could create a culture of flexibility, says Nationwide CMO Sara Bennison.
Marketing Week’s annual celebration of effectiveness, creativity and innovation returns, with a stellar jury of senior marketers lined up to determine the winners.
AB InBev’s volume sales declined by 15.3% in North America in the final quarter of the year, this was primarily driven by Bud Light, over six months on from a boycott of the brand.
The business cut marketing spend by 25% in 2023, despite making key hires in ecommerce and retail media.
Tasked with managing the tensions between long and short-term growth, Mars Food & Nutrition marketing boss Matthew Graham explains how his team focused on “fewer, bigger, better” innovation.