How Dry January became one of Britain’s most enduring behaviour-change campaigns
Josh StephensonThe annual initiative from Alcohol Change UK has endured because of its roots in behavioural science and a consistent message.
‘Constantly pushing innovation’: Netflix’s VP of marketing on its goal to generate fandom
Grace GollaschEMEA marketing lead June Sauvaget on why the streamer measures success by cultural impact and how Stranger Things shows the power of fandom-led marketing.
‘Reinvigorate love’: Center Parcs on its new brand purpose and strategy
Grace GollaschAs Center Parcs unveils its new brand platform, CMO Sara Holt discusses plans to tackle price perceptions, take on “generic” ads and attract new audiences.
Helen Edwards’ Elfmas Marketing Award winners for 2025
Helen EdwardsOur columnist picks her highlights and lowlights of the year, from Wizz Air’s innovative ‘All you can fly’ pricing to the needless complexity of brand models.
Octopus Energy wanted to change the system, now it is the system
John MillerB2B tech platform Kraken transformed owner Octopus from challenger brand to software giant, but as they split and scale, will Octopus’s purpose survive?
‘Forefront of food culture’: Why Waitrose is ‘reimagining’ print
Amrit VirdiVia a reimagined print magazine and food content studio, Waitrose wants to make food “attainable” and celebrate the full funnel shopping experience.
‘Success is not having to exist anymore’: Inside the evolution of Sport England’s ‘This Girl Can’ initiative
Grace GollaschA decade after This Girl Can first launched, marketing director Kate Dale reflects on how the campaign has evolved to be more representative, the role of TV in attracting “hard-to-reach” audiences and the importance of inclusivity behind the camera.
Specsavers CEO on why its main purpose is ‘not financial success’
Amrit VirdiSpecsavers CEO says its main focus is “changing lives” and ensuring it acts in customers’ best interests, which if done right, will lead to financial success.
Channel 4 report finds stagnation in DEI representation across UK TV ads
Grace GollaschDespite representation across UK ads remaining largely unchanged since 2019, inclusive campaigns are linked to improved brand perceptions and long- and short-term sales uplifts.
Ben & Jerry’s founder quits over claims Unilever ‘silenced’ brand on social issues
Niamh CarrollCo-founder Jerry Greenfield says Unilever has eroded Ben & Jerry’s independence, something he calls “the very basis” of the brand’s sale back in 2000.
‘Energy isn’t very sexy’: Why EDF is partnering with Coronation Street to drive discussion
Emily ManockThe energy provider is embedding its brand within the soap itself to promote its sustainability initiatives.
Just one in five consumers aware of brand purpose, Ehrenberg-Bass suggests
Molly InnesThe world’s most famous purpose-led brands are struggling to connect with consumers, according to the latest report from the Ehrenberg-Bass Institute.
Ben & Jerry’s founders call for brand to be ‘freed’ after being ‘silenced by Unilever’
Grace GollaschThe co-founders are calling for independence from a new ice cream division spun out of Unilever to enable Ben & Jerry’s to “honour its mission”.
EE ups focus on families to drive ‘better connection’ with customers
Emily ManockThe mobile network is targeting parents as part of its safer SIMs campaign, part of a wider initiative to increase online safety for children.