Confused.com CMO Samuel Day explains how the price comparison site boosted brand awareness by going against category norms.
Having an ad that is more famous than your brand is a problem Confused.com’s Samuel Day faced when he joined the business as CMO three years ago.
Samuel Day admits it’s not easy to get internal stakeholders on board when implementing a long-term strategy, but says in order to do so marketers need to educate CEOs and CFOs in the principles of marketing.
The price comparison site has switched the focus from Brexit and fake news to the lighthearted confusions of everyday life in a bid to “inject warmth” into the brand.
Marketing Week reviews the latest books and blogs for marketers.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.