How TSB used market research to overhaul its business and brand
Sarah VizardTSB has been on a two-year journey to better understand its customers and realign its business and brand around their needs.
Sarah Vizard
‘Doing a Ritson’ and looking back on 2020: Your Marketing Week
Sarah VizardUsually Russell takes a look at the key stories of the week, but because it’s my last day at Marketing Week I’ve taken over. From Plusnet ‘doing a Ritson’ to a look back over 2020, it’s been a busy week. Here’s my (final) take.
‘When the going gets tough, go up-brand’: Why Direct Line is investing despite the pandemic
Sarah VizardDirect Line’s follow-up to ‘The Fixer’ has proven more successful than its predecessor – despite lockdown hitting just weeks after it was launched – showing that investing in brand has both short- and long-term positives.
‘We did a Mark Ritson on it’: How Plusnet rethought its marketing codes
Sarah VizardPlusnet has redefined aspects of its brand, including its positioning and use of codes to ensure its marketing is as effective as possible.
Coca-Cola crowned this year’s most effective Christmas ad
Sarah VizardThe combination of the nostalgia-tinged ‘Holidays Are Coming’ and its “heart-warming” ‘The Letter’ ad combined to make Coca-Cola the most effective advertiser in a year when brands found a number of ways to create effective marketing despite the pandemic.
Channel 4 reveals new brand purpose in digital focus
Sarah VizardThe broadcaster is prioritising digital growth over more traditional TV ratings as it looks to “survive and thrive in a digital world”.
Pete Markey to leave TSB for CMO role at Boots
Sarah VizardMarkey takes on a new role as CMO at Boots following the departure of marketing director Helen Normoyle.
Sainsbury’s spotlights Christmas memories in three-part campaign
Sarah VizardSainsbury’s is hoping a combination of home-video-style footage and reminiscing about Christmases past will show people the festive season can be special whatever the circumstances.
‘Not just for Christmas’: The bigger idea behind the John Lewis and Waitrose festive ad
Sarah VizardThe retailers say they felt they had no choice but to do something “entirely different” this year as they look to bring their brand promise to life.
John Lewis and Waitrose ‘break the mould’ with Christmas ad encouraging us to spread kindness
Sarah VizardThe retailers say their annual Christmas ad takes inspiration from the generosity of the British public this year, with the aim of supporting those hit hardest by the pandemic.
The role of TV this Christmas and pricing strategy: Your Marketing Week
Sarah VizardAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Marks & Spencer and Pizza Hut’s shift to digital, to the role of price it has been a busy week. Here’s our take.
Sainsbury’s: We want to be Britain’s favourite supermarket
Sarah VizardThe grocer is refocusing on its food business after a difficult few years following its failed merger with Asda and acquisition of Argos as it looks to improve perceptions of food and value, and boost appeal to customers.
M&S takes digital focus with ‘It’s On’ Christmas campaign
Sarah VizardThe retailer is eschewing TV this year for a campaign it hopes will reach customers as they are “scrolling and shopping”.
Asda puts the focus on price in its Christmas campaign
Sarah VizardAsda has chosen to focus on price this Christmas in a campaign that sees the return of its Asda price positioning and pocket tap.
M&S CEO: This is not the right year for a big Christmas TV campaign
Sarah VizardMarks & Spencer is rethinking its marketing spend, particularly in its clothing and home business, to focus on search and social media rather than multimillion-pound TV campaigns.
This Much I Learned with former Wagamama CMO Ross Farquhar on job hunting amid Covid
Sarah VizardIn the latest episode of Marketing Week’s podcast series, Wagamama’s former CMO Ross Farquhar discusses his redundancy and search for a new job amid the Covid-19 pandemic.