Keeping marketers tuned into radio
In the first of a new series exploring the effectiveness of media channels, we explore radio, its strengths and the challenges it faces and what it needs to do to increase its appeal to marketers.
Virgin Radio relaunch: Wireless Group on the challenge of bringing back a brand
Leonie RoderickWireless Group is relaunching the Virgin Radio brand eight years after it disappeared from the airwaves but faces a challenge in moving away from its “laddish” past.
Spotify wants ‘to do for radio what YouTube did for TV advertising’ as it aims to lure more advertisers to its platform
Leonie RoderickSpotify is not interested in competing with traditional radio for ad dollars, instead positioning itself as complementary to the market.
Is radio’s future as a content marketing platform?
Lucy TesserasBrands have got to think of more creative ways of using radio in order to get the cut through they desire, according to Karen Gray, director of brand and marketing communications at Homebase.
McVitie’s: Investment in brand is crucial for remaining in ‘hearts and minds’ of consumers
Niamh CarrollMcVitie’s claims to be the “definitive” UK biscuit brand, but its marketing director James King says it can’t afford to not invest in its position, as it launches a new masterbrand campaign.
Budgeting and changing strategy: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
Nike pledges to ‘stay on the offensive’ as it increases focus on demand creation
Chris SutcliffeThe sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
How Dunelm’s top marketer shifted focus from product to customer
Josh StephensonSean McGinty tasked himself with putting the customer at the heart of Dunelm when he joined the business from Aldi earlier this year.