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How Cancer Research UK is bringing together direct response and brand marketing
Sarah VizardCancer Research UK has launched a new ad that it says marks the start of a new way of communicating with the public, rather than just acting as a one-off campaign. Its marketing boss Anthony Newman talks through the strategic thinking behind it and why his team wanted to take a risk with the new creative.
Secret Marketer: Marketers and agencies gain real strength by believing they are the best at what they do
David CoveneyI am often asked about the core skills to become a CMO with a major brand. Having considered this, I believe one of the measures that sets apart a true leader from a wannabe is their ability to orchestrate and coordinate a group of disparate individuals – both within the team, and across one’s agencies – […]
‘Blasphemous’ Mulberry Christmas ad escapes ban
Sarah VizardMore than 40 people complained that Mulberry’s Christmas ad, which replaced the baby Jesus in the traditional Christian Nativity scene with a handbag, was “blasphemous” but the ASA ruled the ad was poking fun at consumerism not religion and decided not to ban it.
TikTok on empowering the next generation of Paralympians
Amrit VirdiTikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
Balancing promotions and the rise of Guinness 0.0: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the growth of Guinness 0.0 and the marketing strategy that has driven its success to Nuby becoming the first baby brand to secure a title sponsorship in English football, it’s been a busy week. Here is my take.
Barclays appoints VMO2’s Simon Groves as global brand boss
Niamh CarrollSimon Groves joins Barclays after almost 25 years working at O2, and will report into former O2 colleague Nina Bibby at the bank.
One CMO on coming ‘home’ to marketing after years in general management
Niamh CarrollCMO of Warner Hotels, David Murdin, worked at big brands including British Airways and Sky before moving into general management at Costa and Debenhams. And while the experience was crucial in making him a more rounded leader his passion for brands has ultimately seen him return to marketing.