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 marketers being brave in the context of innovation and advertising, to the need for brands to get their house in order before taking a stand on ethical matters, it’s been a busy week. Here is my take.
From Heineken making a play in the emerging hard seltzer category to Pret launching its first grocery range, catch up on this week’s biggest marketing news.
Collaboration, transparency and privacy is the combination that can see advertisers through.
The stock brand has cooked up a plan to change the way we eat, but can it really persuade an international audience to think differently?
Humour in marketing can be a tricky balancing act, but get it right and you can create some truly successful and memorable campaigns, says Tom Fishburne.
Is loyalty dead? How many positions is too many? And who the fuck is Byron? Our columnist presents a modern marketing love story.
The brand’s marketing vice-president for Europe talks about Mars Wrigley’s growth plans for ecommerce and the fact you often “learn more through the failures”.
Traditional lead nurturing methods are insufficient – marketers need to know what potential leads are interested in and tailor their individual journey.
Rather than choosing to play it safe, marketers should seize the opportunity to push forward bold ideas as businesses, hungry for growth, have a greater appetite for risk.
Being mischievous is harder work than it looks, says outgoing PR boss Lee Price, who explains the bookie brand’s “bulletproof” challenger mentality is based on rock-solid strategy, consistency and high standards.
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 Hotel Chocolat’s smart use of first-party data to Nationwide’s focus on consistency, it’s been a busy week. Here is my take.
Motorway’s first CMO Lloyd Page talks about his ambitions to drive brand growth using his marketing experience from established brands such as John Lewis, MoneySuperMarket and Virgin Media.
M&S’s move to start selling clothing from competitors including Hobbs, Joules and White Stuff is designed to pull in more customers and “turbocharge” online sales.
Despite having its marketing budget cut, BT Sport was able to increase subscriptions by 30%. Hear how from the architects behind the data-driven campaign.
After notching up millions of new customers under lockdown, Premier Foods is on a mission to use marketing to capitalise on a year of growth through a formula of long-term brand building and sustained innovation.