Asda drops Aldi and Lidl price match scheme
Determined to “focus” on its own prices rather than matching competitors, Asda has ditched the scheme just 12 months after launch.
‘It’s about owning equity’: Asda’s marketing leads on swapping celebs for gnomes this Christmas
Josh StephensonAsda’s new Christmas campaign champions its ceramic gnomes as it looks to build equity in its own characters rather than continue working with celebrities.
‘A category of one’: Asda’s top marketers on its dual price and quality approach
Josh StephensonAsda has revealed a new brand identity alongside a summer campaign highlighting the retailer’s commitment to price and quality.
‘This is about the customer’: Asda’s chief customer officer on its price match with Aldi and Lidl
Niamh CarrollAsda is price-matching both Aldi and Lidl, but chief customer officer David Hills states it is “not about” the discounters, and instead about “reassuring” its own consumers on price.
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.