How Specsavers defied detractors with a campaign refresh
Marketing Week ReportersBy flipping its famous ‘Should’ve Gone to Specsavers’ tagline on its head the optical retailer improved brand perceptions and turbocharged eye test bookings.
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By flipping its famous ‘Should’ve Gone to Specsavers’ tagline on its head the optical retailer improved brand perceptions and turbocharged eye test bookings.
Determined to educate the public on the dangers of economic abuse, HSBC worked with domestic abuse charities to help survivors regain financial independence.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Terry Smith launching a fresh attack on Unilever’s purpose efforts to Sainsbury’s staving off competition from the discounters, it’s been a busy week. Here is my take.
New CMO Kate Thunnissen is on a mission to reignite Mettle’s brand, after a cut to investment took its toll on awareness last year.
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?
Determined to support survivors of online harassment, Refuge used social media to drive legislative change and generate £1m in ‘social value’.
The creation of a global ABM Centre of Excellence helped IT services giant NTT take its marketing from fragmented and localised to centralised and effective.
Anti-slavery charity Unseen UK sought to reach Ukrainian refugees entering Britain before they fell into the hands of human traffickers.
Intended to cause a stir among electric car drivers, Audi and Sky Sports joined forces on new tech to enhance coverage of cricket competition The Hundred.
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.