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.
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.
‘Time to be heard’: Norwegian Cruise Line on ’embracing’ its history and disrupting a category
Grace GollaschNorwegian Cruise Line is reviving its 1990s tagline ‘It’s Different Out Here’ as part of a new global platform that uses humour and nostalgia to cut through category sameness and reposition the brand around freedom and flexibility rather than features.
‘Real, raw, risky’: MotoGP’s top marketer on building a brand with ‘cultural relevance’
Emily ManockMotoGP is on a mission to establish the motorsport as a “rock and roll” brand as it looks to ingrain itself into sports culture and appeal to a wider audience.
‘Intangible magic’: Why Guinness is investing in women’s football
Molly InnesWith Guinness back on the front of a football shirt after three decades, sports partnerships lead Jamie Brooks explains why it chose Bristol City Women for its return.
Heineken CEO: Marketing is about growing consumer penetration
Niamh CarrollThe beer giant is rolling out a new brand building model and putting weight behind its AI-powered virtual marketing agency to drive growth.
‘Start the year big’: Lloyds on its plan for an ‘experience-led’ future
Amrit VirdiFrom the “three Ts” of AI to building trust with a social-first agenda, CMO Suresh Balaji claims the banking giant is “ahead of plan” with its experience push.
‘Single-minded on growth’: How Yotel is ‘connecting the dots’ between brand, culture and growth
Grace GollaschAs tech-hotel brand Yotel plans to scale from 23 hotels to 100 by 2031, the group has restructured its marketing leadership to put brand at the centre of guest experience, culture and commercial growth.
The Marketing Week Podcast: Formula E CMO on why team culture is key to scaling
Molly InnesIn the latest episode, we dig into how Formula E is approaching growth and team culture with CMO Ellie Norman.
Why It Works: What can marketers learn from The Gruffalo?
Richard ShottonClever use of repetition and rhyme are just two of the lessons that the children’s favourite has to teach marketers.
‘A key lever for growth’: MND Association on its ‘fast forward’ rebrand
Amrit VirdiFollowing the charity’s first rebrand in over a decade, the Motor Neurone Disease Association is changing tactics to become “unapologetically out there”.
Nestlé Waters & Premium Beverages sets sights on ‘better4you’ beverage growth
Marketing Week PartnerThe drinks company’s chief growth officer on creating a ‘better4you’ beverages portfolio in sync with contemporary consumers.
Confusing ads ‘kill’ effectiveness, data finds
Grace GollaschPublished in a new book on trusted advertising, Kantar’s analysis of ‘The Works’ data highlights why confusing ads underperform and how winning campaigns earn trust and sales impact.
M&S named UK’s top performing brand
Grace GollaschMarks & Spencer is the UK’s strongest brand for a fourth consecutive year, according to YouGov data, with WhatsApp topping the global ranking.
Starbucks claims ‘broad’ appeal driving ‘customer connection’
Niamh CarrollFocusing on loyalty members at the expense of infrequent customers is “never healthy” in a business, says Starbucks CEO Brian Niccol.