With a long-term ambition for Bluey to have 100% awareness, BBC Studios is transitioning its marketing team from genre-led to brand-led to put Bluey and other shows at the heart of the business.
The best bits of both brands rub off on each other, while playing with brand codes makes them more salient – but only because they’ve laid decades of groundwork.
The global success of mega brands like Bluey and Doctor Who is fuelled by the duality between cultural and commercial impact, says marketing boss Shelley Macintyre.
BBC Studios CEO of brands and licensing, Nicki Sheard, discusses the skills CMOs need to make the jump to CEO and scaling brands with “100 years of storytelling and care”.
Why 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.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
Having 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”.
Three 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.