Fewer than half of marketers provide an experience that meets what customers expect, new data shows, but the highest performers are leading cross-functional efforts to improve personalisation and real-time response.
In her first interview since joining Eve Cheryl Calverley, the brand’s new CMO, talks about swapping big corporates for the startup world and her mission to refocus the brand and build a sustainable business that will stand the test of time.
The B2B brand’s ‘Keeping Business Moving’ campaign shifted the conversation towards lifetime value, resulting in its annual sales record being broken.
It’s tough on the high street, but some brands are maintaining margins and delivering surging profits. From understanding the core customer to keeping up with the latest trends, what are they doing so right?
Are you someone who prefers making handwritten notes to smartphone memos? Someone who believes the best way to read something with due consideration is to have it printed out so you can make notes in the margins? Someone who needs to make mark-ups on proofs on a regular basis? If so, on more than one […]
P&G looks to be bringing more of its media planning and buying in-house as it looks to bring its marketers closer to the consumers they serve but it should be wary of going too far down this route and losing the expertise an outside voice can offer.
Marketers must embrace technology colleagues’ expertise so both work together for the customer rather than independently for themselves, according to senior executives at Marketing Week’s roundtable event.
Nationwide’s ‘Voices’ campaign achieved a double-pronged goal of providing a platform for diverse creative voices across the UK and helping grow the building society’s share of switched accounts to 20%.
A quiet marketing revolution has been happening in the charity sector as organisations look to not just help those in need but empower them.
After 133 years, Coca-Cola is at a critical juncture in its history with its core brand and category in decline, requiring it to take unprecedented risks on innovation, acquisition and experimentation. Marketing Week got a behind-the-scenes look at the efforts under way at its Atlanta HQ.
New insights on customers’ location and behaviour completely changed how Bupa Global thought about its product and market, uncovering its policies’ appeal within the high net worth segment.
TSB’s Pete Markey had a baptism of fire on his promotion to CMO in 2018, dealing with an IT crisis and putting plans for new media activity on ice. Now he’s back on the job of sharpening the brand’s commercial edge and its points of difference.
The streaming giant has ended a dominant run for the German discounters in YouGov’s annual BrandIndex buzz rankings after a year in which it saw subscriber numbers soar and had both popular and critical hits with titles such as Bird Box and Roma.
The Body Shop sees more of a role for its store as centres for its campaigning and lobbying going forward as it looks to bring its brand purpose to life and give people more reason to visit.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The launch of XEIM aims to highlight the digital transformation of Centaur’s brands, including Marketing Week, and strengthen its relationships with clients.
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