‘How would I launch a record?’: One B2B brand on its disruptive B2C push
Niamh CarrollPromoting the power of regenerative farming, Wildfarmed has evolved from selling flour to bakeries to getting its bread onto supermarket shelves.
How are brands tackling the challenge of this summer’s ‘perfect storm’ of sport?
Molly InnesFrom ambush brands getting creative around the fringes to official partners making the most of their rights, this summer it’s all to play for.
Monzo ups marketing spend by 167% as it posts first profit
Molly InnesMonzo spent £58.5m on marketing last year, up from £21.7m the previous financial year, as part of its strategic expansion.
‘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.
Why one scaleup business is investing in brand and its people to power growth
Molly InnesMarketing leaders should avoid taking a cookie cutter approach to hiring when eyeing up growth, says Tor Hunt-Taylor, marketing director at The Collective.
Three UK’s marketing head: ‘Calling it performance marketing was a huge mistake’
Molly InnesMarketers should look for allies in their businesses and speak the language of the boardroom, says Three UK’s head of marketing and communications Chris Gough.
CBD brand Trip on using TV to build trust as it looks to ‘maximise’ growth
Grace GollaschIn line with increased retail distribution, Trip is launching its first TV campaign to increase brand awareness and build trust in CBD.
Top marketers on navigating growth in a low-growth environment
Molly InnesSenior marketers from Guinness, Three UK and Warner Music discuss their shared growth challenges, despite working in contrasting sectors.
M&S to steer clear of ‘tricksy’ pricing to focus on value perception
Grace GollaschM&S enjoyed a strong year as it kept its promotions “very limited” and continued to boost style, value and quality perceptions.
Primark unveils brand refresh as it eyes ‘ambitious growth’
Molly InnesPrimark hopes its refreshed brand strategy will help drive its international growth plan.
‘We’re cleaning it up’: Inside Aston Villa’s top to bottom club rebrand
Molly InnesFresh from qualifying for next season’s Champions League, Aston Villa is embarking on a complete club rebrand in a bid to go global.
Pilgrim’s Food Masters on ‘slowing down to speed up’ the growth of its brands
Niamh CarrollThe Richmond and Fridge Raiders owner is looking to innovation, as well as repositioning work, to drive growth for its food brands.
‘You need strategic clarity’: PepsiCo, Vodafone and British Gas on building effective sports partnerships
Molly InnesWith a big summer of sport on the horizon, marketers looking to make gains should consider the ‘emotional value’ of building brands via partnerships, says Lisa Walker, head of media and sponsorship at Vodafone.
‘Endless love stories’: Volkswagen on the strategy behind its new brand platform
Josh StephensonVolkswagen’s new brand platform looks to remind customers of the love they have for the brand, while also positioning the car giant for the future.
B2B brands making a promise to customers ‘more likely’ to grow market share
Josh StephensonNew research from the LinkedIn B2B Institute and Warc shows B2B brands making a promise to the customer are more likely to drive positive brand metrics.