CMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
Planning for anything has been a huge challenge over the past 16 months. But what if you don’t plan at all? Would that help or hinder you as a marketer during a period of such uncertainty, when trying to second guess consumer behaviour patterns or mood swings has been nigh on impossible?
Learn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
A lesson in long-term effectiveness, Nationwide’s ‘Voices’ campaign leveraged five years of experience to meet the demands of the coronavirus crisis, flexing at speed to reflect consumers’ evolving needs.
By putting rigour into their long-term strategies and adopting an outcomes-focused approach, marketers could create a culture of flexibility, says Nationwide CMO Sara Bennison.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
The broadcaster’s CMO Penny Brough exclusively tells Marketing Week the inside story about why it felt the need to make the change to U, the research that underpinned it and what it hopes it will achieve.
Marketing Week is proud to name HSBC’s Ucheora Obi-Wheeler as one of our inaugural Future Marketing Leaders, sponsored by Digitas.