‘We don’t want to be vanilla’: Currys on its ‘absurd’ advertising
Grace GollaschDespite being close to pulling the campaign for being “too weird”, Currys’ Dan Rubel believes taking a risk is well worth it in the fight against mediocrity.
Hinge on IRL, zines and its ‘seismic strategic shift’ towards Gen Z
Grace GollaschHinge’s CMO discusses the latest iteration of its ‘Designed to be Deleted’ brand platform and the “seismic shift” the app underwent to focus on Gen Z.
Peloton cuts marketing investment by 19% amid strategic shift and turnaround battle
Molly InnesPeloton is set to further reduce its marketing spend while steering away from heavy promotions, marking a strategic shift in response to ongoing financial challenges.
‘Engineered serendipity’: One marketer on the importance of early skills and relationships
Grace GollaschFrom Ebay’s internet boom to short stints at Asos and The Guardian, Cian Weeresinghe understands the value of trying new things and meeting new people.
Find the ‘winning combination’: How brands are adjusting following Google’s cookie U-turn
Grace GollaschWhen Google announced its rethink on ditching third-party cookies last week emotions across the industry were mixed, but for brands including Boots, Pearson and Symprove objectives are much the same.
The Week in Tech: AA on AI, SearchGPT and in-game advertising
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Google: Brand advertising push fuelling YouTube growth
Matthew ValentineBrand advertising – rather than direct response – driving YouTube revenue, says Google, which credits AI innovation for second quarter growth.
Xbox’s marketing boss on why it has to be ‘tenacious’ to ‘fight for funds’
Lucy TesserasBy being “scrappy” and avoiding the conventional, Xbox helped Bromley FC get promoted to the Football League for the first time in its 152-year history, while tripling the number of people who downloaded Football Manager 2024.
‘Sustainable hype’: One CMO’s playbook for sports sponsorships
Molly InnesJoining education platform Udemy as CMO a year ago with a goal to drive brand awareness, Genefa Murphy convinced the business to explore sports partnerships.
TikTok’s top marketer on the evolving CMO role among tech brands
Grace GollaschTikTok’s global marketing boss says marketing continues to be a “focal point” for business success and highlights how to approach the C-suite.
TikTok’s global marketing boss on how it plans to shift perceptions among non-users
Grace GollaschTikTok is on a mission to move beyond brand awareness and focus on brand building, aiming to reshape perceptions of those not on the app, says the brand’s global head of marketing.
Behind Deliveroo’s decision to integrate marketing and product
Grace GollaschDeliveroo restructured in October as its top marketer believes “magic happens” when marketing and product are more closely aligned.
‘Challenging perspective’: EE on the value of having a long-term agency partner
Grace GollaschWith a partnership spanning over a decade, EE and Saatchi & Saatchi discuss trust, challenging perspectives and the power of tenure in a crisis.
‘Turned on its head’: How EE’s brand transformation is shifting the dial
Grace GollaschEE launched its biggest brand campaign in a decade last year after transitioning from mobile business to a broader service-led model, which its marketing boss says is driving consideration, awareness and purchase intent.
Canva’s CMO on ‘building affinity’ to scale up its B2B business
Ellen HammettThe graphic design platform is focused on building its brand awareness across the world as it looks to develop its B2B business.