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Why a focus on artisan brands helped gin sales top £1bn
Sarah VizardSales of gin are expected to top £1bn for the first time this year and industry experts say this is down to some clever marketing by brands that are increasingly appealing to millennials by positioning the drink as “artisanal” and sophisticated, convincing consumers to trade up.
Can brands make an impact on social without paying?
Morag Cuddeford-JonesBrands’ use of social media has evolved from clumsy attempts to engage customers to slick content marketing, but as social networks push their advertising products brands must decide whether they need to invest to grow their reach.
Kellogg’s: ‘Like Team GB, we are part of the fabric of society’
Leonie RoderickKellogg’s will use its sponsorship of Team GB during the upcoming Olympic games in Rio next year to reaffirm its presence with British consumers and place its products at the forefront of people’s minds.
Ebay UK promotes CMO to general manager role
Niamh CarrollEve Williams says her focus in her new general management role will be ‘delivering for customers’, aided by her marketing background.
‘Accept that you’ve never sussed it’ – marketers on the challenge and opportunity of measuring effectiveness
Molly InnesThe second event in the Festival of Marketing’s Currency of Effectiveness series discussed how marketers can get buy-in from their brands to effectively measure impact, and why a fear of being held accountable could be putting marketers off pursuing meaningful measures.
How brands can overcome the confidence gap in marketing effectiveness
Richard McLeodRecessions often lead brands to retrench into short-term tactics and performance media, but there’s now more data than ever to inform the most effective plan for your market.
Why are marketing strategy and brand management undervalued by businesses?
Molly InnesFrom focusing on the short term and worrying about a recession to not defining brand management, why do marketers think their businesses are undervaluing skills that focus on the long term?