‘We feel a degree of confidence’: How Chase is repositioning after doubling brand awareness
Amrit VirdiChase CMO Deborah Keay reveals how Chase is repositioning while increasing customer focus and using partnerships to reach communities.
John Lewis campaign ‘failing to land’ with non-customers, data suggests
Amrit VirdiKantar’s latest data suggests the recent John Lewis ad is landing with shoppers, but not with those unfamiliar with the brand.
‘Evolution, not revolution’: Alzheimer’s Society on ‘stripping back’ to make a bigger impact
Amrit VirdiThe Alzheimer’s Society is on a mission to tell the “hundreds of thousands” of real stories of living with dementia after relaunching its ‘The Long Goodbye’ campaign.
‘Youth mobilisation strategy’: Why RSPB wants to be ‘more than a bird charity’
Amrit VirdiThe RSPB wants to balance a sense of nostalgia with a foray into TikTok, as the charity hopes to reach new audiences and long-term supporters alike.
‘Paradigm shift’: How brands and charities are ‘mobilising’ to ‘crack’ social challenges
Amrit VirdiBrands and charities are increasingly working towards “shared missions”, as the focus shifts from “transactional exchanges” to aligned values.
‘Incredibly resilient’: Corporate-NGO tie-ups switch from ‘tactical’ to ‘problem solving’
Amrit VirdiNew data suggests modern corporate-NGO partnerships are increasingly driven by “strategic alignment and long-term impact” in a bid to get closer to communities.
‘Hit a sweet spot’: John Lewis claims ‘buzz’ is back with return of price pledge
Amrit VirdiThe retailer says the return of its ‘Never Knowingly Undersold’ pledge has resulted in 55,000 extra organic visits to the John Lewis site.
‘We’re going in the right direction’: M&S on brand reappraisal and the transformation journey
Amrit VirdiWith curated stores, TV deals and influencer collaborations high on the agenda, top marketer Anna Braithwaite admits M&S still has “a long way to go”.
‘High-performance culture’: M&S marks ‘new beginnings’ with ITV partnership
Amrit VirdiCelebrating the “beginnings of a new M&S”, the retailer is partnering with ITV on a TV show aimed at lifting the lid on its “high-performance culture”.
Aldi pledges ‘record’ investment to cut prices as sales soar
Amrit VirdiThe retailer made £100m of price cuts on more than 300 products over the past three months, as it preps an £800m nationwide expansion.
How CALM is using ‘targeted’ messaging to raise awareness on youth suicide
Amrit VirdiMental health charity CALM is targeting ‘trusted adults’ to tackle the rising problem of youth suicide as it looks to ‘resonate’ with different audiences.
TikTok on empowering the next generation of Paralympians
Amrit VirdiTikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
Lego hails record profits as partnership strategy expands
Amrit VirdiClaiming to have “significantly outpaced” the wider toy industry, Lego is ramping up its partnerships with the likes of Fortnite and Nike in a bid to reach more consumers.