How Vue worked with insights to overcome feeling ‘conscious’ about expanding into gaming
Vue brought its senior leadership into the process early and leaned on the expertise of colleagues to launch its gaming proposition.
Abrdn backtracks on controversial rebrand
Amrit VirdiKeen to eliminate “distractions” with a switch back to Aberdeen, the firm is looking to build on “improved customer awareness” being driven by marketing.
How marketing powered Nintendo UK from 5% to 80% market share in just one year
Josh StephensonIn the mid-noughties, Nintendo was struggling against its competition, but with the launch of the Nintendo DS and Nintendo Wii it opened up new markets, targeted a new audience and changed the industry forever.
‘Money being burned’: Ad industry could lose up £28bn if TV cut from campaigns, study finds
Grace GollaschAccording to analysis by GroupM, removing TV advertising from campaigns can reduce profits for that campaign by 60% in the long term.
The increasing disappearance of the CMO role should be a wake-up call the industry
Secret MarketerWhy 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.
‘Be their champion’: Exploring the relationships that matter to marketers
Megan TatumSales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
O2’s marketing boss on returning to its founding ethos to ‘reset’ the brand
Jasper BaumannHaving 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”.
‘Grow up the brand’: How Three shifted media spend to engage the ‘whole country’
Grace GollaschThree 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.