Allianz creates new marketing role highlighting ‘passion’ for brand
Josh StephensonThe financial services firm is bolstering its brand marketing capabilities with the creation of a new role dedicated to growing its “market visibility”.
One challenger healthcare brand on bringing a category ‘for the few’ to the masses
Josh StephensonCreated in just a few short months, Wellsoon is a challenger private healthcare brand that is aiming to open a category that many still feel isn’t affordable to them and tackle NHS waiting lists.
Consumer confidence is up but progress feels like it is in ‘slow motion’
Josh StephensonPeople’s view of their personal finances improves in April but hides a general flatness to consumer confidence that is taken a while to shift.
Elon Musk labels Tesla’s advertising ‘generic’ as it lays off entire marketing team
Josh StephensonThe car manufacturer built its marketing team just four months ago but has already abandoned the endeavour.
3 questions I wish I’d asked as a junior marketer: Booking.com’s Natalie Wills
Josh StephensonAlongside making time to meet interesting people and learning to ask for help, the Booking.com brand boss believes embracing difficult conversations is key to a happy working life.
‘We have to be patient’: One brand on making a name for itself during a category decline
Josh StephensonOddlygood is launching the UK on the back of a seven-figure investment at a tough time for the plant-based category. But it hopes that by doing the hard work now, it can reap the rewards in the future.
Lucozade’s marketing lead on how its ‘one brand’ revamp will drive ‘efficiency and impact’
Josh StephensonLucozade has united its Energy and Sport offerings under one masterbrand in an attempt to increase brand equity while also creating huge efficiencies in its marketing spend.
This Much I Learned: TK Maxx’s top marketer on 30 years of selling an idea
Josh StephensonDeborah Dolce has been with TJX Europe, best known for owner TK Maxx, for 30 years and joined as the ‘off-price’ fashion store launched in the UK. She praises culture and curiosity as being key to her longevity at the business.
Lucozade launches first masterbrand platform to unite its offering
Josh StephensonLucozade is updating its brand assets and launching a new masterbrand platform to unite its Sport and Energy offerings.
Inside the RSPCA’s biggest brand transformation for 50 years
Josh StephensonChasing a “double repositioning”, the animal protection charity hadn’t updated its brand since the 1970s meaning that despite high awareness, intention to donate had plummeted.
Almost half of brands view marketing as a cost rather than an investment
Josh StephensonMarketers believe they are having a greater impact on business, but still feel held back by the age-old perception marketing is a cost rather than an investment.
A third of brands don’t have a marketer on the leadership team
Josh StephensonMarketing has made great strides in finding a place on the leadership team – but still over a third of brands report not having a marketing director or CMO on the top table.
‘It’s been an equaliser’: How marketers feel about changing working patterns
Josh StephensonAs hybrid working cements itself as the norm, three marketers share how flexibility has forever altered their working patterns.
A quarter of marketers want to do fewer days in the office
Josh StephensonMarketers have embraced hybrid working, with nearly seven in 10 happy with the balance of days in the office and working from home.
Is marketers’ job tenure hurting the effectiveness of brand building?
Josh StephensonWhile changing jobs frequently may be good for career development, what are the unintended consequences for brand building?
Majority of marketers in role for less than three years
Josh StephensonMarketers continue to jump between jobs, with more than two-thirds in their current role for less than three years.