Why Durex wants to be seen as ‘more than just a condom brand’
Durex is on a mission to prove to consumers that it is more than just a condom brand, as it looks to focus on “the emotional as well as the physical” aspects of sex.
‘Social purpose helps brands thrive even more so in times of uncertainty’
Michelle KeaneyBrexit has caused us all – both individuals and organisations – to do a lot of soul searching in recent weeks. Those businesses that thrive in times of uncertainty, however, will be the ones that focus on purpose, says Michelle Keaney, founder of Three Point Zero and partnership director at The Marketing Academy.
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What do we really mean by ‘purposeful’ business?
Michelle KeaneyTruly purposeful brands can change the world while driving fantastic business results.
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How marketers can put social purpose into practice
Charlotte RogersBrands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
ITV: TV is a powerful medium to connect with older consumers
Matthew ValentineITV director of client strategy Kate Waters believes TV has a clear role to play in addressing the “hard creative challenge” of appealing to older consumers.
‘Triple cooked chips’: Ritson’s ‘foolproof’ system for marketing budgets
Michaela JeffersonRitson recommends marketers take a three-step approach to budget setting: match your budget to your business size, optimise the long and short, and measure them correctly.
Premier Foods on navigating the cost of living crisis: ‘Don’t assume what you know is true’
Molly InnesSpeaking today (6 October) at Marketing Week’s Festival of Marketing, Premier Food’s chief marketing officer Yilmaz Erceyes said marketers need to be closer than ever to consumers in a cost of living crisis
‘Don’t sugar coat or patronise’: Morrisons and Gousto on leading amid turmoil
Matthew ValentineHaving confidence in a crisis and trusting your team could help brands survive tough times, suggest marketing leaders from Morrisons, Gousto and the British Heart Foundation.