Has Puma’s brand bet paid off with Gen Z?
Grace GollaschPuma’s increased its marketing investment and focused on elevating its brand in order to reach a younger consumer. How successful has it been one year later?
‘CX is a team sport’: How EY plans to close the gap between customer and commercial
Grace GollaschArguing marketers are increasingly being seen as “growth architects”, CMO John Rudaizky believes it’s time to reimagine the process of engaging customers.
Almost 70% of UK households subscribe to a streaming service
Grace GollaschAs marketers vie for consumer attention across a variety of platforms, Barb data finds 20.1 million UK households subscribe to at least one SVOD service.
‘Affordable fame’: Challenger Midnite on its quest to become a ‘tier-one’ gambling brand
Grace GollaschSwitching from its performance marketing roots to a brand-led push, Midnite hopes to reach a “digitally native” audience as it enters its next growth phase.
‘Corporate to human’: Why Avis wants to stop ‘mirroring’ US marketing in EMEA
Grace GollaschCar rental company Avis is on a mission to move away from its corporate messaging, used by its US counterpart to a strategy that aims to “tell more human stories”.
TUI recruits Sky marketing boss as group brand and content director
Grace GollaschSunny Bhurji will report into TUI’s new CMO, who also joined from Sky in April.
‘Put the truth on the table’: Marketers on building effective agency partnerships
Grace GollaschMarketers discuss how honesty, trust and mutual alignment can build strong agency-client relationships in the latest episode of Marketing Week’s webinar series, The Lowdown.
Why brands are rethinking how they pay their agencies
Grace GollaschAs budgets tighten, brands are rethinking agency remuneration models, pushing for performance, transparency and measurable returns on investment.
Channel 4: Expansion on social platforms ‘non-cannibalistic’ to growth
Grace GollaschThe broadcaster reached its digital advertising revenue target of 30% a year early amid a decline in linear viewing.
‘Low ego, high collaboration’: Inside Airbnb’s cross-functional marketing model
Grace GollaschAs Airbnb continues its push into services and experiences, the brand’s VP of design and global head of marketing explain how the company had to “rebuild” its way of working to bring the vision to life.
Diageo’s CEO on pricing challenge: ‘There’s a lot of promotion out there’
Grace GollaschIn response to global uncertainty and heightened promotions among competitors, Diageo has continued its push into smaller-sized premium products to appeal to cash-strapped consumers.
‘Tell don’t sell’: Why Airbnb is leveraging ‘social search’ as it expands into new categories
Grace GollaschAirbnb’s top marketer discusses how the travel giant plans to “reintroduce” the brand through a social-first strategy.
Airbnb promises ‘best of both’ with new look services and experiences
Grace GollaschPart of its ongoing push into categories outside overnight stays, Airbnb has launched services, experiences and a new app to give users the “best of both worlds”.
‘The audience is harder to find’: How brands’ AV strategies are evolving
Grace GollaschWith more platforms, screens and acronyms to know, marketers are having to adapt how they advertise across the fragmented AV landscape.
How self-deprecating humour helped Quaker gain relevance and credibility
Grace GollaschA magazine ad for the oat company has landed in the top 1% of all UK ads for “credibility”, making it the most effective ad in the latest edition of Kantar’s ‘The Works’ study.