Why marketing outsiders are a new necessity
Jonathan BaconEvidence suggests marketing departments are not just staffed by trained marketers, with data analysts, IT programmers and business strategists becoming essential components of the team and brands actively seeking candidates with varied skill-sets.
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BA’s restructure puts marketing at the forefront of its business strategy
Kaltrina BylykbashiBritish Airways’ recent marketing restructure will put marketing at the centre of its strategy as it attempts to keep up with the emerging trend, which sees marketers partner with commercial teams as well as focus on the consumer.
Five trends marketers need to know for 2015
Mindi Chahal‘Post-demographic consumerism’ (aka attitude, not age) and other hot topics for 2015.
Why Lush follows ‘no rules’ when it comes to brand purpose
Charlotte RogersRather than dialling back its purpose work, Lush used the Covid crisis to ramp up support for grassroots groups and returned to social media more than a year after quitting Facebook and Instagram.
Consumer expectations back in negative territory amid looming threat of inflation
Michaela JeffersonWhile consumers’ personal finances look strong, this month’s GfK research points to fear of rising price inflation, which could once again weaken confidence.
Debenhams takes on new name in first campaign since Boohoo takeover
Michaela JeffersonThe spot focuses on the now online-only department store’s delivery credentials, as it aims to drive both new and existing customers to the recently relaunched ecommerce site.
Which retailers are winning the battle for third party brands?
Matthew ValentineWhile M&S and Next can see a profitable future in selling third party brands, has John Lewis got its strategy wrong?