Environmental messages do not impact ad effectiveness, data finds
Chris SutcliffeResearch from broadcaster ITV and effectiveness measurement platform System1 reveal significant headroom for environmentally-focused advertising.
How O2 overtook rivals with thanks to a festive purpose push
Marketing Week ReportersTaking the risk to pursue a purpose message over the festive period paid off for O2, which leapfrogged EE to grow total market consideration.
How consistency helped Bumble diversify
Chris SutcliffeBumble’s VP EMEA and APAC marketing Naomi Walkland explains how the female-first dating app kept the brand focused on its core proposition even as it diversified into new products and territories.
How England Rugby is investing in marketing to grow the girls’ game
Molly InnesEngland Rugby has launched a long-term brand platform in the hopes of doubling participation in rugby union for girls aged nine to 18.
‘We’re not giving up brand equity’: The inside story of Nationwide’s rebrand
Chris SutcliffeThe world’s largest building society is undertaking its biggest rebrand in almost 40 years. Here’s why 2023 was the moment to do so.
Primark chief customer officer: Greenwashing regulation could act as ‘deterrent’ on sustainability
Niamh CarrollBig brands need to be vocal about the work they do on sustainability, even if there are challenges, in order to encourage progress across the industry, says Primark chief customer officer Michelle McEttrick.
Pinterest ups focus on brand as is looks to drive user growth and retention
Chris SutcliffeThe interest-led social network is looking to experiential, social and partnerships to reinvigorate its audience.
Absolut and Durex among brands shortlisted for Channel 4’s diversity award
Chris SutcliffeThe broadcaster has shortlisted six brands to win the £1m Diversity in Advertising Award for 2023.
The rise of ‘greenhushing’: Why are brands going silent about their sustainability efforts?
Josh StephensonGreenhushing is seeing more brands going dark on their sustainability measures. This isn’t just a moral complication – but a financial one too.
Four key elements characterise a successful approach to ’cause-infused’ marketing
Helen JamesWhen purpose is done right it has the potential to be an absolute winner – Mattel and Orange are two examples of how from this summer. But what precisely does ‘done right’ mean?
Trinny London CMO on building a beauty brand from scratch
Molly InnesThe brand, launched in 2017 by Trinny Woodall, has focused on community to power its rise, says CMO Shira Feuer.
Beyond the tick-box: Making events and experiences accessible to all
Luke-Matthew IvesonDiversity, equity and inclusion (DEI) should not be considered abstract concepts but be systematically put into practice when designing customer experiences.
How Phoenix Group plans to become ‘the Unilever of its category’
Josh StephensonWith the launch of its first consumer-facing corporate campaign, Phoenix Group is looking to establish its brands more broadly and build trust, as well as raising awareness of the pension gap.
Cadbury: Purpose should be ‘far greater than a campaign’
Niamh CarrollAfter seeing declining sales of Dairy Milk, Cadbury examined its brand DNA to come up with a new purpose based around generosity, which it could enact across the business, not just in campaigns.