KFC promotes Jack Hinchliffe to CMO following Meg Farren’s departure
Matt BarkerThe fast food brand’s UK and Ireland marketing director is set to take on the top marketing job when current CMO Farren departs for Asda.
B2B brands on the shift from ‘product superiority’ to customer service
Matt BarkerOnce purely transactional and often guilty of establishing a ‘professional distance’ with customers, today B2B brands are thriving by showing a more human side.
Virgin kicks off loyalty push to target 15 million customers
Matt BarkerThe group wants to tap into a sense of ‘Virgin-ness’ with new campaign promoting the variety of rewards across its Virgin Red loyalty scheme.
Amazon retains crown as world’s most valuable brand
Matt BarkerAmazon tops Kantar BrandZ’s list of the world’s 100 most valuable brands for the third year in a row, as a host of global businesses bounce back with a vengeance despite the trials of lockdown.
Marketers on why switching sectors can keep your career fresh
Matt BarkerFrom questioning the relevance of industry jargon to freeing themselves from legacy thinking, some marketers believe switching sectors is a sure route to career progression.
Zoopla on why CMOs should want to ‘decentralise power’
Matt BarkerTo explore the ‘art of the possible’ even in times of adversity, teams must feel empowered and fully supported, according to marketing leaders from Zoopla, HSBC and Benefit Cosmetics.
Wickes CMO Gary Kibble on the virtues of a ‘no regrets mentality’
Matt BarkerA retail specialist, Gary Kibble is a firm believer in soaking up marketing knowledge and embracing each new challenge, mixing data with a hefty dose of creativity wherever possible.
Amazon on why it takes failure to build a culture of success
Matt BarkerAmazon Studios’ marketing boss Ukonwa Ojo explains why every mistake is an opportunity and why she sees empathy as a critical enabler for building relationships with customers.
BMW on why marketers should take an ‘outside-in’ approach to CX
Matt BarkerThe marketing bosses at Royal London and BMW explain why focusing on experience, rather than promotion, can re-energise both brand and marketer.
How brands can win in the era of immersive sports storytelling
Matt BarkerBoth the Olympics and Euro 2020 tournament will see significant changes to the way we watch sport, with broadcasters poised to introduce new tech to create immersive fan experiences.
Hope United: BT on its goal to end ‘staggering’ levels of online hate
Matt BarkerWith twin campaigns running to tackle online hate, BT marketing boss Peter Jeavons explains how abuse directed at BT Sport staff brought home the enormity of the situation.
Müller on putting female voices at the heart of its pre-Olympics push
Matt BarkerDetermined to amplify the voices of female athletes ahead of the Tokyo Games, yoghurt and desserts brand Müller sees the return of sport as central to creating a sense of “exciting normality” post-Covid.
Going for gold: Meet the brands revving up for a delayed summer of sport
Matt BarkerThe postponement of the Tokyo Olympics and Euro 2020 tournament may have given sponsors time to rethink and restrategise, but a year on they want sports fans to start believing the hype.
Meet the marketers building teams fit for volatile times
Matt BarkerWith almost half of marketers having experienced new team structures over the past year, how are brands reorientating themselves internally to fit the demands of the new working world?
FA unveils new look Three Lions to unite elite and grassroots game
Matt BarkerFeaturing a revamp for those celebrated Three Lions, the FA’s England Football brand includes a digital hub aimed at promoting inclusivity and connecting the grassroots and elite game.