After shedding a “higher order” purpose and refocusing the Baileys brand based on customer insights, Diageo has learnt a lot about how to build a distinctive brand consumers love.
Rather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.
In a bid to give employees a better work/life balance post-Covid, brands such as Unilever, Nationwide and Henkel are experimenting with new working patterns.
CMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
Learn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
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.
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.
Amid the career disruption of the past 12 months, marketers are looking for their companies to prioritise diversity and inclusion, invest in brand values and commit to transparent internal communication.
Nationwide CMO Sara Bennison believes marketers should not focus on being ‘perfect’ but instead be ready to change plans and take risks.
The latest series of ads in Nationwide’s ‘Voices’ campaign looks to “shine a bit of hope” on the coronavirus crisis by looking to a future beyond the pandemic.
New job titles such as chief growth officer are symptomatic of a sometimes “apologetic” marketing industry that needs to be more confident in the value it offers, according to the building society’s top marketer Sara Bennison.
Nationwide took practical action to overcome a widespread lack of saving among people in the UK, helping it arrest the decline in savings rates.
The building society hopes using stand-up comedy in its latest campaign will encourage Brits back into saving while avoiding sounding “patronising and parent-like”.
Marketing campaigns driven by social conscience have given Nationwide strong brand foundations and earned it a place on the shortlist for Marketing Week Masters Brand of the Year, powered by YouGov.
The shortlist for Marketing Week’s Masters awards for categories including Brand of the Year, Digital Transformation and Brand Purpose is revealed.