‘A cultural change’: Why Vodafone is back investing big in marketing
Molly InnesRecently promoted to chief brand officer, Maria Koutsoudakis says Vodafone is in a strong place to be pulling on its marketing levers with a new brand platform.
Recently promoted to chief brand officer, Maria Koutsoudakis says Vodafone is in a strong place to be pulling on its marketing levers with a new brand platform.
The breakdown of mentorship has consequences not just for the next generation, but for the entire industry. Embracing a non-hierarchical model of reciprocity could be the answer.
The retailer has fallen victim to operating in a promotional market, it says, with UK sales dropping by 8.3% last year.
Iconic brands used to be built on stature, says international beverages CMO Mark Kirkham, now they are as much to do with purpose, he argues.
The footwear retailer saw its margins shrink as it relied on promotional activity to encourage a “discount-hungry” consumer through its doors.
According to a YouGov survey, 81% of respondents are concerned about the trustworthiness of online content, compared to 73% who are concerned about the prevalence of AI-generated content.
A year and a half on from bringing together its growth, digital transformation and platforms business, Mars Petcare’s Leonid Sudakov says it’s enabling the business to be at the “forefront of digitalisation”.
The footwear company saw revenue and profits tumble as it looks to change its marketing focus from “storytelling” to a product-led approach as it looks to recover ground in the US.
Marketing leaders should avoid taking a cookie cutter approach to hiring when eyeing up growth, says Tor Hunt-Taylor, marketing director at The Collective.
For all its good intentions, purpose is producing bad marketing and worse social outcomes. Time for a change.
Clothing retailer credits defining what each of its brands stands for and balanced investment across “top, middle and bottom” of funnel with recent success.
While generative AI looks set to shake up the way we work, a new study shows that public adoption of generative AI tools remains low and daily use even lower still.
After “unifiying” its brand across its different services last year, including retail, vets and grooming, Pets at Home is now seeking to grow its share of wallet with its consumers across these segments.
The NHS as we know it today only joined up under one brand identity in April 1999. Two of the project leads recall the challenges faced – and the benefits of simplicity that every brand can learn from.
While many are in favour of collaboration and consensus over command and control when it comes to leadership, there are some serious watch-outs to consider.