How one brand switched its business model in under a week
Charlotte RogersUsing value curve analysis, mental health brand Spill pivoted its entire product and approach in just six days.
In-depth features, interviews and insights into marketing’s biggest issues.
Using value curve analysis, mental health brand Spill pivoted its entire product and approach in just six days.
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 brands mitigating the impact of rising costs by increasing investment in marketing to calls for a standard set of effectiveness metrics, it’s been a busy week. Here is my take.
With a pandemic and cost of living crunch causing unprecedented issues, a lack of retained relationships and loss of confidence on both sides, what can brands and agencies do to make briefing better?
With a career spanning experience agency and brand side, Papa John’s Jo Blundell explains why she believes marketing is the “inspiration centre” of business.
After seeing donations tail off post-pandemic, Macmillan Cancer Support has been working to boost relevance, with its latest marketing activity – a three-part documentary series in partnership with Channel 4 – firmly focused on storytelling.
Communicating marketing effectiveness is a challenge for all marketers, made no less difficult by the lack of common definition. Is standardisation the solution?
An advocate for people living with long-term illness following her breast cancer diagnosis in 2020, Giffgaff marketing boss Sophie Wheater is calling on brands to urgently rethink their sickness policies to better support employees.
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 declining confidence among consumers and marketers to brands signalling “encouraging” employment prospects, it’s been a busy week. Here is my take.
In the latest episode of Marketing Week’s podcast series, Giffgaff’s CMO shares the story of her cancer diagnosis and outlines the change she wants to see to support people suffering from long-term illness.
Urging other brands to get moving on plans to create opportunities for diverse talent, the Guardian believes its new marketing internship is a step towards bridging the socio-economic divide.
Global vice-president for brand purpose at Mars, Michele Oliver reflects on the roles pay, flexibility and diversity have had on her career.
Responding to a desperate need to create employment opportunities for young people, the Co-op has joined forces with major employers like Direct Line to fund SME apprenticeships.
Brands and retailers must make better use of first-party data in order to personalise customers’ ecommerce experience more effectively.
As the first CMO of Snapchat, Kenny Mitchell’s first priority was to restructure and scale its marketing team, building a “symbiotic” relationship with product.
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 calls to standardise the definition of effectiveness to increasing marketers’ data literacy, it’s been a busy week. Here is my take.