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.
Pernod Ricard is confident Christmas will be a strong period for its alcohol brands despite the cost of living crisis, with factors like the World Cup and the absence of Omicron this year expected to bolster sales.
Though it’s easy for marketers to be seduced by the short-term wins that come with lower-funnel activities, the evidence is clear: it takes a full-funnel strategy to make it through a downturn unscathed.
New data suggests corporate-NGO partnerships will only increase in importance over the next three years amid the cost of living crisis and war in Ukraine.
With more than half of marketers admitting effectiveness is not a defined role and rarely a priority in their business, are brands thinking clearly about how to properly resource their teams?