Sky is switching its focus from functional to emotional messaging, as well as adopting a “70/20/10” rule to drive innovation, as it looks to cut through the crowded broadband space.
By Molly Innes
Sky Broadband has shifted its communications strategy away from functional messaging with its latest campaign, as it adopts a more creative approach to “cut through” the competitive broadband market.
In a bid to connect with underrepresented talent, Sky is asking potential recruits to apply via video, no CVs or marketing experience required.
Asking yourself if you are proud of the work you’re producing and its impact on wider society is an important lesson for young marketers, says Sky marketing director Dave Stratton.
As it becomes an aggregator of competitor content, Sky’s new streaming TV is creating a whole new product category, marketing director Sunny Bhurji says.
Former 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.
The 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.
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.