The Year Ahead 2025: Brands to double down on strategic collaborations
From Coca-Cola and Oreo to Bluey and Bunnings, a growing number of brands are seeking out collaborations that create short-term buzz while also building brand equity.
‘No good news’: How will Omnicom’s IPG acquisition impact brands?
Molly InnesOmnicom’s acquisition of IPG will create the world’s biggest holding company, but while some suggest it will have little impact on clients, others believe it will be bad news for brands.
Lego’s head of effectiveness on making market mix modelling a ‘strategic’ tool
Niamh CarrollLego’s marketing effectiveness team wanted to “lower the drawbridge” to bring stakeholders in on their work, thereby increasing its impact across the business.
On the Beach CEO credits brand building efforts as profits soar
Molly InnesTravel firm On the Beach continues to drop marketing spend as a percentage of revenue, as it hails marketing efficiency drive.
WHSmith brand to disappear from UK high streets as sale agreed
Amrit VirdiThe retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
Asda’s customer chief steps down to join Jet2
Jasper BaumannDavid Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
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?