Jet2 boosts marketing spend by 26% as it credits ‘leading brand position’ for strong results
The owner of travel brands Jet2.com and Jet2Holidays.com attributes brand, scale and customer service for market share gains and ‘strong’ return-on-equity.
It’s time to break down your brand and build it back up
Helen EdwardsFollow British Airways’ example: for every new ad you make, identify at least one customer experience improvement to go with it.
‘The hope in business’: Marketers on escaping the defensiveness trap
Matthew ValentineFrom embracing cross-functionality and the value of mentoring, to avoiding “immature” conversations, marketers can resist the urge to be defensive.
‘Turned on its head’: How EE’s brand transformation is shifting the dial
Grace GollaschEE launched its biggest brand campaign in a decade last year after transitioning from mobile business to a broader service-led model, which its marketing boss says is driving consideration, awareness and purchase intent.
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?