‘Hard-nosed business proposal’: How Simplyhealth secured investment for brand building
Simplyhealth is on a mission to democratise private healthcare and raise awareness, as it repositions marketing as an “engine for growth” within the business.
‘Integration is key’: Bupa on its mission to ‘redefine’ healthcare
Grace GollaschAs part of its ‘Health Is’ brand platform created to bring cohesion across Bupa’s communications, the healthcare provider hopes to “challenge stereotypes” in its campaign for the Paralympic Games.
How one B2B brand is borrowing from B2C to build trust in a competitive market
Jasper BaumannB2B financial services firm Payhawk is investing in brand building as it looks to drive awareness and better connect with customers on a “human” level.
Doing more with less and ’embracing’ tension with sales: B2B marketers on navigating key challenges
Molly InnesFrom warming up finance and making marketing’s relationship with sales better to how to approach doing more with less, here’s what B2B marketing leaders think.
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.