The evolution of the CMO role means the relationship with the chief technology officer could be just as – if not more – important than the relationship with the sales director, says Bibby.
As Nina Bibby unveils her last major campaign for O2 after eight years heading up marketing, she says her team’s ability to drive commercial growth while delivering for customers is one of her proudest achievements.
O2’s top marketer Nina Bibby will leave the business if the proposed merger between the Telefónia-owned brand and Virgin Media goes ahead.
O2’s first foray into festive advertising features its brand mascot Bubl helping a young girl take part in the sport she loves despite lockdown.
Strategy might seem like a luxury in the midst of an economic struggle like Covid-19, but thinking long term while pivoting in the short term could be a marketer’s best chance of success.
The 2020 BrandZ list of the UK’s most valuable brands came with a stark warning of impending doom, or at best irrelevance, for some of the country’s biggest names. But is such pessimism premature?
Marketers might be in search of a clean slate post-Covid, but is zero-based budgeting the answer?
It may have taken years to shift attitudes, but marketers are finally realising the power of putting female athletes on an equal footing with men.
Sports equipment brand hits sweet spot with consumers during Japanese tournament with nostalgic campaign, according to exclusive research.
With 12 stages and hundreds of speakers across two days, there will be plenty to see at the Festival of Marketing. Here’s our top picks.
The marketing campaign taps into Japan’s unique cultural identity while heroing England’s symbol, the red rose, but the mobile giant is determined to ensure it doesn’t “fall into” easy stereotypes.
Giffgaff almost didn’t make it past its first birthday. Now, it is one of the biggest mobile virtual networks in the UK. The people behind its success explain how.
An unprecedented number of brands are jumping into women’s sport sponsorships, but are they doing enough to advocate for female athletes or just benefitting from the wave of popularity?
The telecoms giant believes the introduction of 14-weeks paid paternity leave is a big step forwards in becoming an inclusive employer.
O2’s campaign to promote its free screen replacement for the new iPhone helped boost brand metrics, sales and market share at a time when consumers no longer saw the need to upgrade their phone.