TikTok’s top marketer on the evolving CMO role among tech brands
Grace GollaschTikTok’s global marketing boss says marketing continues to be a “focal point” for business success and highlights how to approach the C-suite.
Merlin Entertainments launches ‘milestone’ campaign to unite brands under one identity
Grace GollaschIt is the first time the owner of Alton Towers and Madame Tussauds has ever run an enterprise-wide category demand-driving campaign and represents a “milestone” in its history.
Boots CMO Pete Markey appointed ISBA president
Grace GollaschMarketing Week’s 2023 Marketer of the Year takes over the role from NatWest Group CMO Margaret Jobling.
TikTok’s global marketing boss on how it plans to shift perceptions among non-users
Grace GollaschTikTok is on a mission to move beyond brand awareness and focus on brand building, aiming to reshape perceptions of those not on the app, says the brand’s global head of marketing.
‘Nobody’s owning fun’. How one food brand plans to ‘get on consumers’ lips’
Grace GollaschAs it looks to increase brand awareness in a “boring” category, dip brand Holy Moly wants to “own fun” with its “bold, witty and upbeat” positioning.
Channel 4 study finds ‘noticeable decline’ in brands supporting trans community
Grace GollaschThe latest installment in Channel 4’s ‘Mirror on the Industry’ series highlighting transgender representation reveals fear of backlash is the main blocker of progress in trans-inclusive advertising.
How Barbie plans to approach the next ‘big thing’ for the brand
Grace GollaschMattel’s senior vice-president of Barbie and global head of dolls says she knows the “power” of the Barbie brand, something the business will be leaning on as it celebrates its 65th anniversary.
Behind Deliveroo’s decision to integrate marketing and product
Grace GollaschDeliveroo restructured in October as its top marketer believes “magic happens” when marketing and product are more closely aligned.
‘We taser them’: Liquid Death on turning hate comments into content
Grace GollaschEmbracing its “entertainment-first marketing” strategy, the brand takes an unconventional approach to hate comments – turning them into content.
‘Challenging perspective’: EE on the value of having a long-term agency partner
Grace GollaschWith a partnership spanning over a decade, EE and Saatchi & Saatchi discuss trust, challenging perspectives and the power of tenure in a crisis.
Streaming platform Tubi makes UK debut with focus on ‘brand over content’
Grace GollaschThe newest video streaming platform to enter the UK hopes to make its mark with a “brand-first” approach and “diversity of content”.
Nike ramps up innovation to combat sales slip in ‘transition year’
Grace GollaschAiming to accelerate the pace of “newness and innovation”, Nike says it is repositioning to become more competitive.
Halfords profits fall despite doubling loyalty membership
Grace GollaschHalfords has doubled loyalty membership in the past year, during a “tough” period which has seen its profits fall more than 18%.
AO accelerates shift from acquisition to long-term brand play
Grace GollaschThe electrical retailer is expecting “longer-term benefits” from a bigger investment in brand marketing, as it chases fame and improved consumer trust.
Weetabix profits slow as consumers continue the switch to private label
Grace GollaschDespite an improving macroeconomic outlook, Weetabix does not anticipate a return to previous shopping behaviours as consumers continue trading down.