‘High-tech, high-touch’: Aston Martin on transforming digital to create personalised experiences
Josh StephensonAston Martin has been overhauling its digital offer to create “almost one-to-one” experiences for potential customers.
‘Combining left and right brain is fascinating’: One marketer on serving customer and company
Josh StephensonFormer P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
UKTV unveils new masterbrand to unite its streaming and linear offer
Josh StephensonThe broadcaster’s CMO Penny Brough exclusively tells Marketing Week the inside story about why it felt the need to make the change to U, the research that underpinned it and what it hopes it will achieve.
Luxury brand Montblanc on returning to its ‘core’ to drive future growth
Josh StephensonThe Richemont-owned luxury lifestyle brand’s CMO is looking to bring its iconic pens and a joy of writing to everything that the brand is looking to achieve across its portfolio.
Nike appoints new CMO amidst leadership shake-up
Josh StephensonNicole Hubbard Graham returns to the business as CMO after departing in 2021.
Why one healthcare company is looking to the lifestyle category to grow its brands
Josh StephensonSanofi Consumer Healthcare’s top marketer embarked upon what he dubbed the Crazy Elevate Creativity scheme in order to build brand love for its brands similar to that which Nike and Lego enjoy.
How embracing marketing bolstered the fortunes of a heritage law firm
Josh StephensonAddleshaw Goddard didn’t see the value in marketing for nearly 250 years – that was until a new team convinced senior leadership on the power of brand building and creativity to secure results.
How the Bee Gees and five hedgehogs made UK roads the safest in Europe
Josh StephensonA departure from the doom-and-gloom public safety adverts of the time, the COI’s road safety hedgehogs were a friendlier alternative that boosted awareness of the green cross code among children by 87% and helped improve road safety across the UK.
Superdrug on ‘shaking up’ the health and beauty loyalty market
Josh StephensonSuperdrug’s Matt Walburn on why its VIP Rewards scheme will entice customers to use its app and why the brand prefers digital channels for marcomms.
Boots CMO Pete Markey on ‘bottling the magic’ to turn a brand around
Josh StephensonMarketing Week’s Marketer of the Year on why he wasn’t overawed by the challenge of revamping Boots, key lessons from his career in marketing and his Take That moment.
Confused.com CMO Sam Day to leave role
Josh StephensonSam Day has been CMO at the price comparison website for nearly six years and is credited with turning the brand around.
‘It doesn’t have to be tired’: How whisky brands are finding a new audience
Josh StephensonThe perennial problem for any whisky brand is how to attract new customers. As the category continues to recover from a post-Covid slump, three whisky brands tell us how they are looking to grow the market through a younger audience.
‘It’s not that different’: One marketer on being unafraid to switch categories
Josh StephensonHiscox marketing director Fiona Mayo believes more marketers should challenge themselves to try different categories when charting their career as the skills you’ve learned will apply across the board.
Why Krispy Kreme is focused on increasing penetration over driving frequency
Josh StephensonKrispy Kreme is celebrating 20 years since it opened its first store in the UK – but its CMO believes the brand still has growth potential if it can increase awareness.
‘I do a lot of internal influencing’: B2B marketers on how to get brand investment
Josh StephensonConvincing senior leadership of the benefits of brand building in B2B is still a struggle for many marketers.
‘All hell broke loose’: CMOs from Tesco, Costa and Octopus on the mistakes that shaped them
Josh StephensonMarketing leaders from Tesco, Costa Coffee and Octopus Energy share three cautionary tales about what can go wrong – and how to set it right – during your marketing career.