‘Brand equity transfer’: EE launches ‘biggest’ brand refresh in a decade
Chris SutcliffeEE is in the process of shedding its telecoms label, with a rebrand aimed at making it the UK’s biggest subscription business.
EE on its ambition to build a ‘new’ brand
Niamh CarrollEE is now the flagship consumer brand for the BT Group, something which provided the impetus for it to go on a “journey” with the aim of redefining itself to consumers.
Why brands are taking a pragmatic approach to experiential marketing
MaryLou CostaHas a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
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Why future success on the high street could mean collaborating with ‘frenemies’.
Charlotte RogersAs consumers continue to shun outdated retail experiences, brands are hoping to use their physical stores to delight shoppers with value-added services that cannot be replicated online.
BT and EE bring brands closer together under unified marketing role
Molly FlemingBT and EE are scraping separate marketing chief roles in favour of one position that will report into BT Consumer CEO Marc Allera as they look to “make the most of both the brands”.
BT tries to ‘shift the dial on trust’ with focus on ‘converged’ future
Ellen HammettBT, EE and Plusnet have brought their broadband, mobile and content offerings together in an effort to offer “seamless connectivity” to customers across the UK.
Why there is ‘no excuse for misalignment’ between marketing and sales
Charlotte RogersCapitalising on the synergies between marketing and sales means being prepared to embrace conflict and strike a balance between short-term conversion and long-term strategy.
EE on embracing the conflict between sales and marketing
Charlotte RogersA Marketer’s Best Friend: The willingness to challenge each other to create better work is the secret to true alignment between marketing and sales at EE.
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‘Celebrity ambassadors must be like family or they won’t work’ says EE as it toasts Kevin Bacon
Thomas HobbsAs EE debuts its latest multimillion pound campaign fronted by Hollywood actor Kevin Bacon, its marketing chief explains why the partnership works.
EE: ‘If you are brave, digital can do a more powerful job than a TV campaign’
Rachel GeeEE has teamed up with vloggers and football legends for its second Wembley Cup campaign, its biggest ever digital marketing activity, as it looks to boost engagement among younger audiences.
BT and EE join forces for first time as they look to promote ‘innovation and customer experience’
Rachel GeeFollowing BT’s acquisition of EE earlier this year, the two firms are to work together for the first time to launch a sports app offer that will only be available to EE mobile customers.
BT continues its quad-play push despite EE and BT maintaining different marketing methods
Rachel GeeIt is over a year since BT launched BT mobile and sim card only contracts. With more than 400,000 customers in 12 months, the company is continuing to push its brand and establish its place in the telecoms market alongside its acquisition EE.
EE loses more marketing talent as its long-serving brand director departs
Rachel GeeFollowing the departure of EE’s CMO Pippa Dunn in January, the company’s brand director Spencer McHugh has announced he too will be leaving EE at the end of July, after 12 years with the company.
O2 vs Three: How should mobile operators be approaching mobile advertising?
Rachel GeeThis week mobile firms O2 and Three revealed two very different strategies in dealing with mobile ads. O2 believes that telecos have a right to play in the ad space, while Three plans to “revolutionise the mobile advertising experience” by trialling ad blocking.
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EE scraps CMO role as BT insists it will keep the brand
Sarah VizardEE has appointed a new marketing boss following the departure of CMO Pippa Dunn as the future of the brand looks safe, for now, after BT insisted it had no imminent plans to scrap it.