How Boots took its healthcare marketing on a ‘transformative journey’
Amrit VirdiBoots’ new behaviour change campaign is aimed at getting consumers to see the retailer as the first port of call for their healthcare needs.
Pret to introduce meal deals as chain doubles down on value
Molly InnesThe launch of Pret’s first UK meal deal marks the latest step in the brand’s ongoing value push, following changes to its Club Pret subscription last year.
Phoenix Group to rebrand as Standard Life to create ‘consistent brand image’
Amrit VirdiThe group says the change will bring its “most trusted brand” to the forefront, as it moves to a branded house strategy with Standard Life as the masterbrand.
‘The next evolution’: Why Flight Centre UK is repositioning as more than a flight retailer
Grace GollaschFlight Centre is rebuilding its UK presence post-pandemic, as the travel brand reopens stores and invests in a major awareness campaign.
‘Value and resonance’: OnePlus on the power of co-creation and community
Josh StephensonWhile not blessed with the marketing budgets of its rivals, OnePlus relies on customer listening and feedback to develop products and tailor its marketing.
‘The stars aligned’: Primark on using TV to ‘supercharge’ its marketing mix
Amrit VirdiPrimark marketing director Wendy Duggan says the retailer will “sweat every single measurement tool” to determine the effectiveness of its UK TV debut.
Kraft Heinz split: Marketing is our number one priority
Charlotte RogersAs the FMCG giant splits a decade after its $23bn mega-merger, the business is planning to add marketing headcount to deliver a “better top line”.
Why Allianz’s first repositioning in a decade is focused on ‘warmth’ not price
Amrit VirdiWith its ‘All the experts’ platform, Allianz wants to bring a sense of warmth to a “highly commoditised” UK insurance market dominated by low consumer trust.
‘The platform the Red Roses deserved’: Inside O2’s biggest women’s rugby campaign yet
Molly InnesWith O2 now investing equally in men’s and women’s rugby, brand boss Rachel Swift outlines plans to elevate the game and its commercial impact.
Abercrombie & Fitch CFO praises ‘battle-tested’ marketing playbook
Niamh CarrollThe finance chief insisted the fashion firm does not seek to drive customer traffic through price, instead relying on a “battle-tested playbook”.
Debenhams eyes PrettyLittleThing sale as turnaround continues
Emily ManockThe retailer has pledged to leave “no stone unturned” as its turnaround ramps up, including the sale of fast fashion label PrettyLittleThing.
‘It’s not about being woke’: Mercedes-Benz’s CMO on inclusivity driving business growth
Niamh CarrollMercedes-Benz ensures people from diverse backgrounds can see themselves in its advertising, not because it’s “trendy”, but because it drives business growth, says its US CMO.
‘We’re reading signals’: How Motorola is using data to be ‘more human’
Grace GollaschDespite enjoying high awareness in the UK, Motorola is on a mission to grow consideration among Gen Z through social media, partnerships and data strategies.
‘A reappraisal moment’: Why Gousto is repositioning as a rival to traditional grocery
Molly InnesWith profitability restored and post-pandemic consumer habits settling, Gousto is repositioning itself as a direct rival to supermarkets with its ‘convenience without compromise’ messaging, explains chief customer officer Murray Lambell.
‘Awareness is the biggest challenge’: Brompton Bicycle on chasing ‘aggressive’ growth
Molly InnesMarketing boss Chris Willingham is honing the brand’s focus on community and looking to unite fans worldwide with a new long-term platform.