Marketoonist on the innovation funnel
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
‘Smartphones on wheels’: Why Ford is prioritising innovation as cross-category comparisons rise
Lucy TesserasConsumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
Virgin Media on avoiding ‘innovation for the sake of innovation’
Michaela JeffersonMarketing director Amy Gilbert explains how the broadband firm ensures its marketing innovations are relevant, credible and connected to the brand.
Coca-Cola marketers add innovation to ‘primary focus’
Niamh CarrollCoca-Cola’s CEO credited increased marketing investment with driving “strong sales” across all operating segments in the company’s first quarter results for 2022.
‘Combining left and right brain is fascinating’: One marketer on serving customer and company
Josh StephensonFormer P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
It’s time The Body Shop became exciting as well as ethical
Helen EdwardsThe Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Halfords introduces dynamic pricing in garages
Niamh CarrollMotor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
Competition watchdog to open investigation into supermarket loyalty schemes
Chris SutcliffeThe Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
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