If you want to get any marketing ideas past Sarah Warby, first you have to pass the “mum test”. Sainsbury’s marketing director believes everything the supermarket does has to be simple to explain and simple to execute. If her mum can understand it and would approve of it then it gets the go-ahead.
Facebook and OKCupid have come under fire for attempting to manipulate people’s emotions but behavioural techniques can be useful for brands. How can marketers gain an insight into consumers’ minds while avoiding controversy?
In her first interview since taking responsibility for the EE brand, CMO Pippa Dunn tells how she plans to win consumers’ mobile-fickle hearts, improve its ’most complained about’ customer service and build on the awareness of its huge Kevin Bacon campaign.
Media agencies are becoming more rooted in marketers’ businesses than ever, with their knowledge of programmatic technology and creative thinking shaking up the ad world. So how are brands now working with them to shape their strategies?
Car rental brand Avis is resurrecting its famous 1960s ‘We try harder’ strapline for its first above-the-line campaign for almost 50 years. So what is it that makes a brand proposition stand the test of time and what do brands need to do to reinvent an existing slogan for the modern age?