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.
Balancing promotions and the rise of Guinness 0.0: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the growth of Guinness 0.0 and the marketing strategy that has driven its success to Nuby becoming the first baby brand to secure a title sponsorship in English football, it’s been a busy week. Here is my take.
Barclays appoints VMO2’s Simon Groves as global brand boss
Niamh CarrollSimon Groves joins Barclays after almost 25 years working at O2, and will report into former O2 colleague Nina Bibby at the bank.
One CMO on coming ‘home’ to marketing after years in general management
Niamh CarrollCMO of Warner Hotels, David Murdin, worked at big brands including British Airways and Sky before moving into general management at Costa and Debenhams. And while the experience was crucial in making him a more rounded leader his passion for brands has ultimately seen him return to marketing.
‘Discovery mission’: One brand on becoming the baby sector’s first football shirt sponsor
Charlotte RogersA big believer in “unexpected familiarity”, marketing boss James Russell-Watson explains how Nuby became the first baby brand to secure a title sponsorship in English football.
The Week in Tech: Nvidia hits expectations, Yelp and Klarna’s AI workforce
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Pernod Ricard to step up brand activations in each market despite declining sales
Niamh CarrollPernod Ricard, which owns brands including Malibu and Absolut, is using its digital and tech capabilities to activate 15 to 20 brands in each market, compared to six to eight previously.
How Guinness 0.0 became the UK’s number one non-alcoholic beer
Niamh CarrollGuinness 0.0 is now the best-selling non-alcoholic beer in the UK off-trade. It has benefited from Diageo putting it on an “equal footing” to Guinness draught, says marketing director Anna MacDonald.
‘We don’t want to be vanilla’: Currys on its ‘absurd’ advertising
Grace GollaschDespite being close to pulling the campaign for being “too weird”, Currys’ Dan Rubel believes taking a risk is well worth it in the fight against mediocrity.
Abercrombie & Fitch credits brand portfolio ‘strength’ for driving record quarter
Matthew ValentineFresh from appointing former Mars CMO Andrew Clarke to its board, the fashion retailer claims its “strong” brand portfolio has contributed to record sales.
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.
Broadband firm Airband on moving away from ‘me too’ messaging to an ‘ownable’ voice
Josh StephensonRather than focus on price and product in its marketing communications, rural broadband provider Airband is repositioning by leaning on its distinctive traits.
LinkedIn’s marketing VP on introvert leaders, plot twists and the P&L ‘story’
Charlotte RogersFrom inspiring her team to sit “on the edge of their seats” to getting under the skin of the organisation, self-acceptance has made Minjae Ormes a more effective leader.
AI ‘efficiencies’ boost Klarna profits and marketing frequency
Matthew ValentineKlarna claims it is reaping the rewards of embracing “practical AI” to make its business – and employees – “more efficient”.
Striking a balance: Marketers on navigating the price promotion ‘tightrope’
Niamh CarrollPrice promotions can be dangerous if overused, but done right they are an important part of any brand’s growth toolkit.