Great Western Railway has been using Enid Blyton’s Famous Five to drive awareness and attract more consumers for the past nine years, with marketing boss Amanda Burns saying she is “lucky” the wider business understands the importance of long-term investment.
Hazel McGuire has been promoted to oversee the global departments of brand and PR, with the addition of communications, customer and experiences.
Airbnb plans to invest up to $250m into the business with the “bulk” to be invested in marketing and product development.
The simplest thing you can do to make marketing more effective is to resist change, and take advantage of the associations your brand has built up over time.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
Having joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”.
Three has moved from a “social-centric approach”, where two-thirds of its media budget was allocated to channels like social media, to public channels like cinema, aiming to reach a broader audience.