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.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Superdrug’s response to the cost of living crisis to how SMEs tackle long-term brand building, it’s been a busy week. Here is my take.
M&S Food has a “busy summer” of marketing ahead of it, says marketing director Sharry Cramond, as the grocer doubles down on delivering healthy food at low prices.
Price and promotion will be “key” to Superdrug’s marketing plans over the next year, with a focus on own brand products and improving its loyalty proposition.
From taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.