Lucozade Sport is putting Liverpool FC’s Steven Gerrard and grassroots athletes at the heart of a £10m advertising campaign to introduce a fresh product benefit claim after it was forced to amend its message following censure from the ad watchdog.
CMOs are increasingly eyeing up cross-functional leadership roles such as CEO and COO for their next career move as marketers’ career aspirations rise higher, according to a report by Forrester.
EE is to shift its strategic focus from investing heavily in its network to making quantifiable improvements to its customer service levels as it looks to maintain its 4G leadership position in 2014.
Marketers should view their relationships with consumers as a “collaboration”, said global brand marketing manager Janine Hearn-Odell.
The outgoing group brand and reputation director explains why it’s crucial for marketers to avoid the “pet projects” of senior leaders and keep their eyes on the prize.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Britvic is using its “highly relevant” marketing strategy to maintain the momentum of its core brands, while expanding its portfolio to move into new growth areas.