The AA appoints new CMO amid restructure to support transformation
Sarah Fuller headed up marketing at Nando’s UK & Ireland until last September.
‘Advertising without strategy is a vanity project’: Inside the AA’s quest for brand re-evaluation
Niamh CarrollWith the objective of reframing as more than a breakdown service, the AA conducted a brand diagnosis to understand its place in drivers’ lives. It has also switched to become more long-term focused, bringing its private equity owners along with it.
The Jubilee’s most effective print ad revealed: The AA’s ‘Congratulations mA’Am’
Michaela JeffersonMaintaining strong branding can be a challenge for brands tapping into cultural moments, yet brand association was one of the key strengths of The AA’s ad.
BT Sport, The AA, Heineken: The Top 10 YouTube ads in June
Rachel GeeFrom politics to sport and a singing baby, the themes varied for the top UK YouTube ads in June, which were compiled by balancing the total number of views with the percentage of organic and paid views.
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.