Starling Bank is switching its primary focus from building awareness to driving consideration this year, as the digital bank prepares to go public in late 2022 or early 2023.
Starling Bank stopped advertising on Facebook and Instagram in December to “protect” its customers, and said last week it would not reverse the decision until Meta cracks down on financial fraudsters using its platforms.
As it launches a new product-focused campaign to drive awareness and consideration, head of brand Rachel Kerrone explains why Starling will not use an “off the shelf” approach to advertising.
Marketers at publicly listed companies have to bring investors onside if they’re to justify long-term spending plans, a feat achieved through better communication of strategy, growth and the value of brand.
Despite increasing prices, the footwear brand says it has “not seen any impact” on sales in the UK and EMEA, but the US continues to drag down its overall performance.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.