Is this applicable to B2B marketing? Please stop asking
Mark RitsonThis week our marketing columnist asks and then answers the most annoying question of them all.
Sectors
Heinz on its mission to move ‘at the speed of culture’ to create an ad in five days
Matthew ValentineSince launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
“A voice you should listen to”. Peter Field on effectiveness, with foreword by Mark Ritson
Coral PayneDownload Peter Field’s new white paper, ‘Why TV is at the heart of effectiveness’. Drawing on a wealth of data and taking some innovative new approaches, Peter concludes that TV continues to be the dominant force for long-term, top-of-funnel demand growth. The evidence suggests that there are three key issues that have kept TV on […]
‘Conversations and co-creation’: Matalan CCO on building effective agency relationships
Molly InnesBrands need to work ‘hand in glove’ with agency partners to get the best results, suggests Matalan marketing boss Ali Jones as she undergoes brand transformation.
Why Just Eat is betting on ‘joy’ to drive consideration as it rethinks retail platform
Molly InnesJust Eat has replaced its UK-focused platform ‘We Got It’ with ‘The Joy of Everyday’ to help it drive more consideration among a range of consumers.
Ocado outperforms grocery rivals as it records strong start to the year
Matthew ValentineOcado’s marketing drive looks to be paying off as market share and revenues grow in 2024’s first quarter.
‘Constantly looking for reinvention’: Andrex on its plan to bolster its position as category leader
Matthew ValentineMarket-leader Andrex is “redefining” its role as a brand by tackling embarrassment around the topic of toileting in a category where consumers are often reluctant to engage.
Asos shows early signs of brand investment paying off despite sales drop
Molly InnesThe fashion retailer’s sales dropped 18% in the six months to 3 March, but it is still on track for profitability, its CEO claims.
Kronenbourg on launching a sub brand to recruit non-beer drinkers to the category
Niamh CarrollConsumer lifestyles and behaviours are changing, says Carlsberg Marston’s director of marketing Dharmesh Rana, something that beer brands must “face into” to grow “in the very long term”.
Legoland owner to introduce dynamic pricing
Molly InnesThe decision to charge visitors more during peak summer periods comes as Merlin Entertainment reports lower than pre-pandemic visitor numbers.
Nike CFO: Innovation is crucial to driving pricing power
Niamh CarrollBringing “newness” to the category through innovation and creating a distinctive brand facilitates pricing power with consumers, Nike CFO Matt Friend said.
2024 Cross-Channel Social Media Benchmarks
Coral PayneThe Social Media Benchmarks Brands Need To Maximize ROI To win in today’s social media landscape, brands must understand what truly resonates with their audiences to maximize ROI and achieve lasting success. While metrics like follower count and growth rate remain essential, brands are turning to measures such as engagement, owned reach and posting cadence […]
‘Years of longevity’: Matalan releases first brand platform as transformation ramps up
Molly InnesFormer Co-op customer director Ali Jones joined the fashion retailer last April and is on a mission to turn the brand around.
What next for the Ted Baker brand?
Matthew ValentineOn the brink of administration and looking for a new buyer, the retailer needs some love if it’s going to survive on the UK high street.
Why Trainline’s marketing boss wants her team to think like scientists
Niamh CarrollHaving expanded both the marketing team and brand budget, Trainline has also invested heavily in behavioural science to fuel its growth agenda.