Timpson CEO: Our business shouldn’t exist anymore
Charlotte RogersA culture of kindness, operating with two golden rules and celebrating failure are the secrets to retail survival, says CEO James Timpson.
When faced with seismic political events, the rule is ‘deeds, then words’
Tanya JosephBrands should look first at how their business and people are impacted by social and geopolitical issues, and only speak publicly when their actions are already making a difference.
Why Phoenix Group overhauled its brand to prioritise purpose
Michaela JeffersonPhoenix Group hopes its new endorsed brand architecture will enable its six brands to grow in their markets, supported by a more purposeful corporate brand.
PureGym CMO: We’re much stronger thanks to Covid
Matthew ValentineDespite facing 10 months of Covid-enforced closure, PureGym claims adversity has made the business stronger and clarified its purpose as a “health brand”.
Asahi CMO: Marketers should ‘shut up’ if they’ve got nothing to say on sustainability
Marketing Week ReportersMarketers from Asahi, Danone and Credit Suisse agree that overly long-term goals and talking rather than taking action can do more harm than good.
Volvo on using its ‘creative superpowers’ to attract next generation drivers
Matthew ValentineTargeting some “fairly lofty growth aspirations” in 2022, Volvo plans to use its “marketing machine” to attract a new generation of customers.
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Good purpose, bad purpose: Marketers shouldn’t oversimplify the arguments
Mark RitsonBrand purpose campaigns underperform ‘traditional’ marketing on average, but for the right brands purpose will still be the most effective strategic choice.
Diageo on what it learnt about purpose after ‘misdiagnosing’ Baileys
Marketing Week ReportersAfter shedding a “higher order” purpose and refocusing the Baileys brand based on customer insights, Diageo has learnt a lot about how to build a distinctive brand consumers love.
Major Unilever investor says business has ‘lost the plot’ with brand purpose focus
Michaela JeffersonHaving taken the decision to put purpose at the heart of its brands in 2018, Unilever is now facing a backlash from fund manager Terry Smith, who claims the business is “obsessed” with showcasing its sustainability credentials.
Authentic brands and political speech: Can companies have it both ways?
Christine MoormanBrands see both dangers and benefits when employees publicly address social and cultural issues, according to The CMO Survey, but they should still be encouraged to do so – with proper training.
Wearing their heart on their sleeve: The crucial role of brand values in the fashion industry
Steve HemsleyPost-pandemic, fashion brands have to live up to not just their own, but also their customer’s values, to stand out in an ever more crowded landscape.
Meta promises ad ecosystem relying on ‘less data’ in privacy push
Manny PhamMeta is pledging to give users greater control over how their data is used to target ads, as the social media giant calls for an industry-wide response to regain consumer trust.
Jaguar’s LGBTQ+ focused magazine ad named most effective of October
Michaela Jefferson‘Live Loud’ ranked among the top UK ads of all time for distinctiveness, branding and emotional response, according to the latest ‘The Works’ study by Kantar.
The 2022 Agenda: Brands must start delivering their sustainability promises
Manny PhamAs we look ahead to 2022, Marketing Week has identified the key opportunities and challenges that will shape marketers’ roles. We are flagging what we think you should be spending your time and money on – and why, but equally it is a commitment from us to focus on these topics next year.