Ikea is launching a new marketing strategy, “The Wonderful Everyday”, as it looks to explain to consumers what the brand stands for and tout its sustainability credentials.
Unilever’s controversial Marmite ad spurred a 14 per cent increase in sales last year providing a bright spot amid stagnant revenue from the group’s wider food business.
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The FMCG giant promises to be “disciplined” with spending, as it looks to counter “significant” cost pressures and invest in digital in the pursuit of long-term growth.
With Standard Life performing better than both Phoenix and the market on average across almost all measures, the group is investing heavily in the brand in a bid to enhance its customer-focused credentials.
Saga is betting big on its shift away from short-term sales to long-term brand building, as it looks to drive consideration amongst experience hungry over-50s.