BT on why it won’t shy away from ‘spiky topics’
Molly InnesDeciding to “step up” and take a stand on online hate with its ‘Hope United’ campaign, BT knew it needed to move away from the standard campaign process in order to succeed.
Deciding to “step up” and take a stand on online hate with its ‘Hope United’ campaign, BT knew it needed to move away from the standard campaign process in order to succeed.
Marketers are the equals of their peers in sales and finance, argues Microsoft’s Chris Capossela, who believes marketing can build brand love by focusing on price.
Sky is switching its focus from functional to emotional messaging, as well as adopting a “70/20/10” rule to drive innovation, as it looks to cut through the crowded broadband space.
Deliveroo has promised “cautious” brand investment this year and increased efficiency in growth marketing spend, as the business plans for profitability in 2026.
Samsung’s UK marketing director says merging the business’s marketing and omnichannel teams has helped to bring the customer back to the centre of decision-making, with campaign engagement rising as a result.
Samsung Electronics used its 8K technology to turn the near-disastrous cancellation of Notting Hill Carnival into a virtual success story.
Marketers just can’t resist pointless fads, which is why you can now buy your own piece of marketing history with my freshly minted series of non-fungible tokens.
By tapping into the power of its masterbrand, Tesco Mobile went from overlooked brand to “customer champion” on track to exceed 15% consumer growth by 2025.
After rigorous efforts to boost the efficiency of paid and organic search, Tesco Mobile identified big opportunities to reallocate budgets.
Meta is pledging to give users greater control over how their data is used to target ads, as the social media giant calls for an industry-wide response to regain consumer trust.
Consumers’ shifting buying behaviours present a commerce landscape that’s constantly in flux, meaning brands regularly have to reassess their sales and promotional channels.
Dorsey’s contention that founder-led businesses are overhyped doesn’t hold water. The right founder offers huge marketing advantage – that just wasn’t him.
Xiaomi may have only launched in Western Europe in 2017, but the Chinese smartphone brand is on a mission to become a mainstream name by shifting its marketing mix.
Having gone independent from former parent company Huawei in November, Honor has ambitions to become a top three smartphone brand in the UK by 2024.
Virgin Media O2 is launching its first proposition after the £31bn merger in June, as its new marketing director outlines the business’s dual-brand strategy, stating the “powerful equity” both have is “too good to scrap”.