Marketers reveal the secrets behind brand diagnosis
Matthew ValentineTo get brand diagnosis right, marketers must be willing to hear some uncomfortable truths, get the whole business on board and seize the opportunity to improve.
To get brand diagnosis right, marketers must be willing to hear some uncomfortable truths, get the whole business on board and seize the opportunity to improve.
The Awards celebrate the industry’s most effective work, from strategy through to execution, judged by a 50-strong jury of the UK’s most respected marketers.
Convinced more consumers will buy into its brands amid the cost of living crisis, Premier Foods plans to continue investing in marketing to grow market share.
As we head towards a cookie-less future and brands explore the open web, Asda’s Alex Crowe believes now is the time for retail media to shine.
Marketing director Amy Gilbert explains how the broadband firm ensures its marketing innovations are relevant, credible and connected to the brand.
Insight-driven decisions and a data culture that supports creativity are the lynchpins of the CMO role in today’s digital economy.
Growing online retailer Paws.com is using both technology and a medically-trained customer service team to create a “personalised wellbeing service” for cats and dogs.
Having earned itself a reputation as a chocolate bar people either bought at the airport or discount shops, Covid gave Toblerone the punch it needed to reposition and relaunch the brand.
Marketers should view their relationships with consumers as a “collaboration”, said global brand marketing manager Janine Hearn-Odell.
The outgoing group brand and reputation director explains why it’s crucial for marketers to avoid the “pet projects” of senior leaders and keep their eyes on the prize.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Britvic is using its “highly relevant” marketing strategy to maintain the momentum of its core brands, while expanding its portfolio to move into new growth areas.
Amid the run-up to Christmas, the 2022 World Cup will create more competition for media, higher prices and bigger planning challenges.
By rethinking recruitment, democratising work experience and sharing the stories of senior leaders, organisations are finding ways to make social mobility a reality.
Despite the government announcing a delay to new HFSS multibuy and advertising rules, changes to in-store display rules are set to go ahead. These will have a major impact on affected brands, say analysts.