Rather than relying on high brand recognition, Weetabix’s head of brand Gareth Turner explains the breakfast business has continued to innovate while keeping consistent with its brand DNA, honed over the past 90 years.
From a fierce understanding of the customer to using storytelling to develop a personality online, brands like Gymshark and Eve Sleep are finding ways to cut through the noise and conquer ecommerce.
Brands including Mars, KFC and GSK have signed an open letter condemning the “lack of adequate action” taken by Facebook, Instagram, Twitter and Snapchat following the racist abuse suffered by several members of the England squad.
Marketing director Ross Farquhar says planning and preparation helped the mochi ice cream brand take advantage of sudden social fame.
The Advertising Standards Authority is “escalating” sanctions against the social media influencers breaching advertising rules and warns brands they’re next in line.
Avon is using a test and learn approach to attract a younger team of representatives as it continues on its digital transformation journey.
This should have been a big weekend on social for Cazoo, with two of the teams it sponsors playing each other in the Premier League. However, its CEO says brands have a “responsibility to the wider community” to do the right thing.
The Global Alliance for Responsible Media’s new report into digital brand safety performance is a “notable milestone” for the industry, says Isabel Massey, but that does not mean marketers can rest on their laurels.
Despite the growth of newer platforms such as TikTok, the majority of direct-to-consumer brands see immense value in engaging with established influencers on Instagram first, before testing the newer channels.
A monitoring sweep by the regulatory body found an “unacceptable” level of influencer posts are failing to stick to the rules.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Being mischievous is harder work than it looks, says outgoing PR boss Lee Price, who explains the bookie brand’s “bulletproof” challenger mentality is based on rock-solid strategy, consistency and high standards.
Burger King’s woefully misjudged International Women’s Day ad has rightly received plenty of flak, but how did it even make it past the discussion stage?
Social media has taken on greater significance for consumers and marketers as 2020’s events have forced more digital communication, but the ways of using it are evolving.
Creators on TikTok have a unique understanding of their audience and the content that works, making them a valuable asset for brands using the platform.