Why NatWest’s B2B fintech spin-off is reinvesting in brand after ‘letting the ball drop’
Michaela JeffersonNew CMO Kate Thunnissen is on mission to reignite Mettle’s brand, after a cut to investment took its toll on awareness last year.
In-depth features, interviews and insights into marketing’s biggest issues.
New CMO Kate Thunnissen is on mission to reignite Mettle’s brand, after a cut to investment took its toll on awareness last year.
Research shows consumers make changes when landmark birthdays approach, but few brands target people based on these important ages.
A CMO and inventor, the pivotal moment for James came during a business course which made him question his career to date.
When we talk about performance marketing, we’re talking about campaigns with a specific and measurable outcome – campaigns that focus on tangible results to indicate success, which typically include clicks, leads, conversions and sales. We believe that brand lift – a set of metrics including awareness, consideration, preference and action intent – is a key […]
Fresh from securing £10m in Series A funding, Lucky Saint is upping its investment in brand with the launch of its ‘biggest ever’ marketing push.
Heidi Arkinstall, CMO of global hiring platform G-P, talks about the opportunities that lie in hiring beyond borders.
As marketing WhatsApp communities grow in prominence, why are so many marketers turning to peer-to-peer groups for support?
Brand marketing and demand generation are too often separated, which leads to misalignment and loss of impact. B2B marketers should look to ‘brand gen’ campaigns to unite them.
To build hype around the launch of its Sky Glass TV, Sky kicked off a year-long influencer campaign which doubled the benchmark for reach at 48 million.
Far from regretting returning to a previous employer, many ‘boomerang employees’ are finding renewed energy and motivation in making a comeback.
From a reshaped viewing landscape and in-game audio advertising, to the rise of attention metrics, Marketing Week predicts the trends that will shape media in 2023.
Plant-based meat alternative brand Moving Mountains is targeting more mainstream consumers for growth, believing it can win them over through its taste and sustainability credentials.
After a tough 2022, energy companies are going into next year with diminished brand health and uncertainty about what 2023 might bring for the challenged sector.
Marketing boss Gary Kibble believes his team are only “in the foothills” when it comes to exploring the commercial potential of the retailer’s AI-powered segmentation model.
You’ve likely read the foundational books of Kotler, Keller and Levitt but there are a number of other books marketers should read to add breadth, insight and originality to their marketing arsenal.