Awareness vs familiarity: Nokia on the challenge of transitioning from B2C to B2B
Nokia has very high awareness but customers are no longer familiar with what the brand does after shifting its focus from B2C to B2B.
Brands must be more than passive observers in the fight against toxic masculinity
Helen JamesThere is a clear opportunity for brands to help redefine masculinity but a single campaign won’t cut it. It must come from a deeper, collective effort across everything from the stories they tell and the behaviours they normalise to the identities they promote.
‘We’ve lost our way’: New IPA president highlights issue of ‘short-termism’
Grace GollaschIn an address to industry leaders and IPA members, new IPA president Karen Martin highlighted key challenges facing the ad industry, including short-term thinking, over-reliance on AI and a disconnect from human creativity.
‘A blank sheet of paper’: Tesco’s marketing boss on the power of ‘restless’ leadership
Amrit VirdiA “belief in data” and desire to push boundaries is informing Tesco group customer director Becky Brock’s vision for the retail giant.
Pet care challenger Jollyes on its ‘unapologetic’ marketing mission
Amrit VirdiNew CMO Sean McGinty is keen to rev up the marketing “growth engine” to help the pet care retailer make the most of its “value specialist” positioning.
What the rise of AI influencers and digital twins means for marketers
Amrit VirdiWith consumers increasingly resonating with AI influencers and digital twins, what are the benefits and challenges marketers can expect from investing in the sector?
How are marketers preparing for the World Cup?
Molly InnesThe World Cup is just a few months away – but for brands looking to target the lucrative football audience there are many considerations in play.
What an AI psychodrama taught me about marketing leadership
Cheryl CalverleyWhat should have been a simple task for AI Geoff revealed more about the fallibility of most leaders – the inability to admit something isn’t working and move on.