Camelot CMO: The National Lottery’s marketing drive is ‘starting to pay dividends’
Manny PhamCamelot CMO Keith Moor says the brands that continued to invest in marketing during the pandemic are now reaping the rewards.
Charities/Not-for-profit
Meet the brands going on the offensive to chase growth
Matt BarkerThinking differently may feel a little like a leap into the unknown at the moment, but having the confidence to take a chance is all part of a marketer’s make-up.
How a shift in brand positioning saw donations fly for charity MyTenNights
Matthew ValentineMyTenNights, which automates donations during Ramadan, cut through charity chatter with a donor-centric campaign resulting in a 153% rise in donations.
How a focus on long-term brand building saved The National Lottery
Marketing Week ReportersFaced with a brand that was fast losing sales and relevance, Camelot devised a strategy to reclaim the role of The National Lottery in people’s lives.
How one charity is bringing marketing up the business agenda
Molly FlemingHow do you convince people that marketing is not a cost but an investment? Rewilding Britain is using a three-part strategy to win over sceptics.
Greenpeace follows up ‘Rang-tan’ with campaign taking aim at the meat industry
Molly FlemingGreenpeace wants to take on the meat industry in the same way it took on fossil fuel companies to create the link between its actions and climate change.
Meet the ‘transformative’ brand-NGO partners pushing for systemic change
Matthew ValentineCorporate-NGO partnerships have become increasingly important as brands seek to live up to their purpose during a year characterised by Covid-19 and global calls for social justice.
Cancer Research UK: Don’t create a culture that cripples creativity
Matt BarkerCreating a culture of effectiveness doesn’t necessarily mean being a slave to KPIs and other metrics, argues Cancer Research UK marketing boss Philip Almond.
Covid-19 forces brands to ‘step up’ with strategic approach to societal issues
Molly FlemingBrands are taking a more strategic and holistic approach to social and environmental issues, putting pressure on NGOs not to focus on one issue to the exclusion of everything else.
NSPCC: We’ve found what can be done when everyone throws out the rulebook
Sarah VizardFrom speeding up campaign creation to trying fresh tactics to engage supporters, the charity has found new ways of working due to Covid-19 it hopes it can keep going forward.
Marketing Week Top 100 2020: The top charity and not-for-profit marketers
Marketing Week ReportersMarketing Week reveals the top 10 charity and not-for-profit marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Can brands help the UK become a fairer society post-Covid?
Charlotte RogersWhile it may take years for the shock caused by the coronavirus pandemic to wear off, could the UK emerge from the crisis a fairer and kinder society? And if so, can brands drive this change?
How David Attenborough and talking animals are helping ZSL fill its £12m budget hole
Sarah VizardThe Zoological Society of London, which owns London and Whipsnade zoos, is hoping a two-pronged marketing strategy focused on families and fellows can help it attract the donations it needs to survive the coronavirus crisis.
‘We were unheard of’: How one charity went from unknown to raising £130m
Sarah VizardBefore the coronavirus pandemic struck, the majority of the British public couldn’t name NHS Charities Together, but with its Covid-19 appeal having raised £130m the new challenge is dealing with the attention and maintaining engagement.
Cancer Research UK: We’ve never needed people’s help like we do now
Sarah VizardThe charity is expecting a £150m funding shortfall this year, but is trying to see not just the risk but the opportunity that the coronavirus crisis offers.