Opting for a growth market, nailing the core proposition and focusing on creative optimisation have proved to be the foundation of success for Mindful Chef, explains co-founder and CMO Giles Humphries.
Few are expecting Brexit to have any positive effect, but marketing functions do at least appear to be afforded greater importance within an organisation and spend is set to increase in 2021.
Team restructures, hiring freezes and evolving agency relationships may have characterised the past 12 months, but can progress emerge from all this disruption?
Consumer confidence in February shows some signs of progress as the vaccine rollout continues at pace, although genuine recovery remains a long way away.
Charity founder Robin Wight explains why educating and encouraging young people from disadvantaged and diverse backgrounds is vital if the industry is to ever be truly inclusive.
Amid stiff competition from the wider spirit sector, Smirnoff decided to pull out all the stops with a big-budget, old school shoot that brought together helicopters, cranes and some very angry fishermen.
Thinking differently may feel a little like a leap into the unknown at the moment, but having the confidence to take a chance is all part of a marketer’s make-up.
Peter Duffy, who is also president of ISBA, says measuring effectiveness is going to be more crucial than ever this year as marketing spend will be analysed like never before.
Boohoo’s recent purchase of the troubled high street department store is the online retailer’s latest move to expand its core audience of shoppers.
Despite a slight upturn in confidence last month, the latest lockdown and increased restrictions have put a serious dent in any hopes for a more optimistic outlook going into 2021.
CEO Ken Murphy explains why the supermarket is in “good shape” as it prepares for the challenges of the year ahead.
Covid-19 may have delayed the rollout of the Virgin Group’s new loyalty scheme, but Virgin Red CMO Kelly Best is a firm believer that staying agile is more important than waiting for the ‘perfect moment’ to launch.
Maintaining a healthy brand reputation and protecting brand safety should be top priorities for any business, but to stay ahead of the dangers marketers need to be on the front foot.
The retailer’s CEO David Potts explains how online growth and new partnerships will drive sales in 2021.
Gousto’s vice-president of brand explains why the ‘Give It Some’ campaign signals the brand’s intent to become a household name.