‘A strategic partnership’: Motorway’s CMO and CFO on the value of transparency
Involving finance in its latest brand campaign as early as possible was key for making sure the benefits were understood by the entire business.
Motorway revamps brand in response to online car market evolving
Jasper BaumannMotorway has unveiled a new campaign and positioning as it looks to communicate how “effortless” it is to sell a car online.
‘Everything is converging’: Motorway on the overlap between marketers and data specialists
Josh StephensonDespite working together for less than a year, Motorway’s CMO Naomi Walkland and director of analytics Elly Evans have moved at pace to bring the functions closer together.
Motorway CFO: Marketing needs to give finance ‘a reason to believe’
Niamh CarrollThe finance department will choose between “this or that” when it comes to investment. Marketers, then, need to make the argument that marketing spend will benefit the business above a different investment.
Primark pledges to ramp up spend in ‘consumer-facing activity’
Amrit VirdiThe retailer says future investment in digital and above the line campaigns will be “higher”, as it hails “good” results from its first UK TV push.
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”.
An effectiveness case for designing distinctive online shopping experiences
Dave JonesEcommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.
CPG innovation down 20% across Europe, study finds
Emily ManockDespite falling sales, the UK remains one of the leaders of innovation in consumer packaged goods across Europe.