Virgin Media O2 is launching its first proposition after the £31bn merger in June, as its new marketing director outlines the business’s dual-brand strategy, stating the “powerful equity” both have is “too good to scrap”.
More than a third of marketing budgets are wasted due to “terrible” briefs, according to a study published this week, but there are steps marketers can take to ensure the brief hits the right note.
The fact consumers are no longer “wrapped around the monoculture of television” presents a real problem for advertisers, according to Diageo’s global marketing effectiveness director Kiel Peterson, who believes personalisation backed by data will be key.
Asahi UK admits to taking “slightly too long” to kick things off with Meantime but did so to truly understand the brand’s heritage, it now plans to raise awareness and drive growth by talking up the craft beer’s heritage.
After Octopus Energy emerged as one of the strongest brands to take advantage of the turmoil in the energy sector, marketing director Rebecca Dibb-Simkin says its power lies in being “incredibly close to customers” and giving the whole business access to data.
The bank’s leaner marketing team now operates through “centres of excellence”, with hubs covering digital acquisition, insights, big planning and performance.
Fast-food giant McDonald’s is upping its focus on sustainability via the launch of its ‘Change a little, Change a lot’ platform.
The parent company of brands including Pepsi, 7 Up and Doritos reported a “strong” net revenue growth of 11.6% to $20.1bn over the third quarter of 2021.
With cinemas shuttered for much of the pandemic, ad spend on the big screen declined by 80% in 2020 to just £45.7m.
By raising awareness and differentiating beyond “functional efficiency”, UK head of marketing Nic Casby hopes Getir can take the lead in the competitive rapid delivery market.
Tesco Mobile says it offers quality and expertise “in a slightly different way” to the rest of the sector and claims customer perceptions of it being an “expert brand” have nearly doubled since January.
Waitrose customer director Martin George believes all generations of marketers share a number of key traits, though millennials are more “purposeful” with their action and work.
Brand tracking data shows Octopus Energy and British Gas look in the best health to grow in the energy sector which is currently in turmoil with smaller brands shuttering.
As Wella carves out an independent future after being sold by Coty, CMO Hugh Dineen has been brought on board to drive growth and “unleash the spirit of dynamic entrepreneurialism”.
HSBC is expanding its purpose marketing strategy with its fresh platform ‘Opening Up A World of Opportunity’, after past efforts yielded return on investment.