‘We taser them’: Liquid Death on turning hate comments into content
Grace GollaschEmbracing its “entertainment-first marketing” strategy, the brand takes an unconventional approach to hate comments – turning them into content.
Embracing its “entertainment-first marketing” strategy, the brand takes an unconventional approach to hate comments – turning them into content.
The number of marketers working for a business focused on brand building doubled versus last year, according to Marketing Week data. What’s driving this shift towards the long-term?
Constellation Brands, which owns the Corona beer brand in the US, will invest more money in marketing than ever before, says its CFO.
Becky McKinlay named permanent MD after joining the marketing services provider on an interim basis in April.
Despite a third of marketers recognising how crucial brand will be in helping their business thrive in 2024, half say their campaigns are too focused on performance.
Absolut’s ‘Born to Mix’ values of creativity and championing difference make it more meaningful as a brand, and, therefore, drive sustainable growth in the long term, says the vodka brand’s global VP of marketing.
Under its new marketing leadership Formula E is looking to grow from a “plucky startup” into a global brand, explains the sport’s CEO Jeff Dodds.
Appointed to provide constructive challenge and big picture clarity, marketers in non-executive director roles are taking invaluable skills back to the day job.
Don’t think of loyalty programmes as points-based schemes that cost money, but as an investment in new revenue streams and drivers of profitable growth.
Sky Media will award nine SMEs £20,000 in media value to share their message on TV.
Marketing boss Tim Ellis says it blows his mind the industry is still debating a false dichotomy between performance and brand.
To help marketing leaders develop change is essential, so it’s incumbent on CMOs to create a culture where fear is managed and complacency avoided.
Ads from three different brands have been banned by the advertising watchdog to protect “vulnerable” consumers.
Katie Jackson was appointed interim CMO in March, and will now lead the broadcaster’s marketing in a permanent post.
With a partnership spanning over a decade, EE and Saatchi & Saatchi discuss trust, challenging perspectives and the power of tenure in a crisis.
The overall effectiveness of Euros-themed ads in the UK has risen since the last tournament, says effectiveness firm System1.
Despite overall growth, Argos’s sales slumped 6.2% in the last quarter as consumers remain cautious, says Sainsbury’s CEO.
Recruiters and jobseekers are continuing to struggle in the current landscape, with few jobs and opportunities leaving brands taking advantage of the ‘buyer’s market’.
Debate continues to rage as to whether out-of-work marketing candidates should signal their employment status on LinkedIn, with recruiters conflicted on the pros and cons.
Instead of seeing redundancy as a blow to their self-worth, marketers are reclaiming their careers and finding new avenues to thrive.
Implementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
Brands need to be bolder and stop only focusing on the negatives of the female experience when it comes to women’s sport marketing.
With inflation falling, brands that have used clever pricing to drive profits will need more restraint to avoid new entrants undercutting them at lower margins.
From the choice of hot coral for its visual identity to the decision to limit access at launch, tapping into behavioural science has helped Monzo attain profitability.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.