In-depth features, interviews and insights into marketing’s biggest issues.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the success of Pets at Home’s micro-targeting efforts to the development of Britvic’s “centre of excellence”, it’s been a busy week. Here is my take.
With a series of strategic ‘flips’ Toyota Yaris was able to attract new audiences and shift perceptions of the brand.
Describing time as the most precious commodity in a startup, Wood explains how being disciplined and taking inspiration from outside ensures Ufurnish does not skip a beat.
After all the disruption of the last year, major retailers are doubling down on advertising this Christmas. But with stock and price challenges still in play, the real focus should be on what’s coming around the corner.
One of the 10 Technologists named in the 2021 CX50 list, BHF’s chief technology officer Ursula Dolton explains how technology enables brands to deliver empathetic customer experiences, including by elevating the employee experience.
Accelerated by lockdown and spanning everything from meal kits to grocery deliveries, the convenience revolution shows no signs of slowing down.
While the pandemic-driven caution of travellers hasn’t entirely disappeared, there’s renewed hope for travel brands that holidays are back on the agenda in 2022.
While YouGov’s BrandIndex data shows BrewDog has taken a significant hit to several brand health scores after claims of a toxic culture emerged, the long-term legacy of the revelations could be to its reputation as an employer brand rather than to sales.
Brands need to encourage better – not more – consumption, if they are to have a place in a sustainable future for our planet and society.
Google’s phasing out of third-party cookies means marketers must rethink targeting and measurement, but it enables brands to be more relevant, with a better grip on their first-party data.
Faced with the threat of losing the majority of its annual visitor revenue due to the pandemic, Chester Zoo had to act quickly to ensure it could survive.
Utilising gamification will enable brands to increase engagement and lead generation from potential customers in the run-up to Christmas.
A single tweet sparked a campaign that would become Aldi’s biggest news story and lead to protests outside Marks & Spencer.
In one of retail’s toughest years, Currys PC World turned to YouTube to rapidly scale awareness of its ShopLive online service and then supercharge the efficiency of credit customer acquisition through Trueview for Action.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From Diageo’s plan to fuel growth to building diversity into insight, it’s been a busy week. Here is my take.