When I started writing these columns, I promised myself I wouldn’t stray into the world of agencies too much.
Internet Retailing Expo: Sainsbury’s online, digital and cross-channel director Jon Rudoe says the role of marketing at the supermarket is changing to look to influence rather than broadcast, as customers increasingly use digital platforms to talk to each other rather than waiting to hear messages from brands.
Asda has launched a “tongue in cheek” campaign for the launch of its new homewares brand, George Home, as it looks to position the brand as the ‘go-to’ destination for ‘style and quality at affordable prices’.
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.