‘The penny has dropped’: Is purpose having a crisis of confidence?
Lyndon WhiteA few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?
2023 marketing year in review: It’s been a good year for…
Lyndon WhiteFrom a rise in brands positioning with competitors to B2B brand building going to the next level and women’s sport becoming ‘commercially sustainable’, 2023 has been a good year for shaking up the status quo.
This Much I Learned: ITV’s CMO Jane Stiller on the need for ‘diversity of thought’ in marketing
Lyndon WhiteIn the latest episode of Marketing Week’s This Much I Learned podcast, ITV’s CMO Jane Stiller talks about what has changed for the better and worse in marketing since she started her career, marketing’s influence in businesses, and the mistakes that have helped shape her career.
On the Beach CEO credits brand differentiation for increasing marketing effectiveness
Lyndon WhiteTravel brand On the Beach reduced marketing spend from 45% of its revenue last year to 38% this year. It claims its spend is working harder with a focus on offline and an increasingly differentiated brand.