‘Our heartland’: National brands on using local audiences as a ‘creative muse’
Amrit VirdiBy respecting their roots as they evolve, businesses are learning to embrace their heritage while appealing to a national audience.
Tesco pledges to use ‘firepower’ in competitive market as brand perceptions soar
Amrit VirdiTesco says it is “committed to keep winning with customers” and enhancing its value proposition, leaning into Clubcard growth.
‘Fish where your fish are’: The rise of influencer marketing in financial services
Amrit VirdiAs financial services brands learn to embrace co-creation, finfluencers and lifestyle creators are increasingly being seen as an “accepted medium”.
‘Part of the cultural fabric’: Barclays on using sport to forge ‘profound’ connections
Amrit VirdiDescribing sport as a “profound way to connect”, CMO Nina Bibby believes sponsors should push boundaries and appreciate it won’t always be “slick and perfect”.
‘Confident in its longevity’: What next for TikTok as potential US ban returns?
Amrit VirdiAs the deadline returns to decide on TikTok’s fate in the US, brands and analysts discuss the new social media landscape and what a potential sale could mean.
Why baby brand Mamas & Papas made community engagement a KPI
Amrit VirdiWorking with pregnancy charity Tommy’s, Mamas & Papas “flipped the KPIs” on its app from driving sales to building community, explains CFO Sarah Ashby.
WHSmith brand to disappear from UK high streets as sale agreed
Amrit VirdiThe retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
Next ups international marketing spend as it reaches £1bn in profit
Amrit VirdiAs it looks to expand internationally, Next is increasing its focus on measuring marketing incrementally.
‘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.
Co-op kicks off biggest value campaign with Aldi price match push
Amrit VirdiThe campaign supporting the scheme aims to address perceptions price is a “challenge” in convenience store settings.
‘Writing the next chapter’: Tesco’s Becky Brock on her marketing vision for ‘Britain’s brand’
Amrit VirdiIn her first major interview since taking on the role, the Tesco marketing boss discusses dropping ‘Food Love Stories’, working “hand in glove” with retail media and being at one of the UK’s “bedrock brands”.
SunLife on putting ‘everyday confidence’ at the heart of its brand modernisation
Amrit VirdiThe financial services firm wants to “empower” its audience by rejecting the “formulaic” approach brands often adopt when speaking to over 50s.
Why charities shouldn’t underestimate the power of a rebrand
Amrit VirdiWith donations stabilising rather than increasing, charities are tapping into the power of the rebrand to modernise and stay relevant.
‘Memorable and catchy’: Dreams swaps Gillian Anderson for talking mattresses to ‘stand out’
Amrit VirdiBrand characters, expertise, and an emphasis on physical retail are what Dreams CMO Jo Martin sees as essential to make the brand stand out.
Analysts sceptical of Boohoo’s Debenhams Group rebrand
Amrit VirdiThe business will shift to a marketplace model to aid the turnaround of its youth brands.