As it launches a new product-focused campaign to drive awareness and consideration, head of brand Rachel Kerrone explains why Starling will not use an “off the shelf” approach to advertising.
Starling has just undergone a period of rapid growth. The digital bank has doubled its accounts to 2 million since the Covid-19 pandemic began last March, and its brand awareness has skyrocketed.
The bank’s global head of marketing, Leanne Cutts, doesn’t believe marketing will go back to how it was before the Covid-19 pandemic and nor does she want it to.
The digital bank’s marketing boss says its first TV ads “show the power of traditional advertising”, although its community and organic word-of-mouth remain key.
Learn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
Entrants now have more time to apply for Marketing Week’s annual celebration of effectiveness, creativity and innovation.
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.
