TikTok 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.
As it looks to increase brand awareness in a “boring” category, dip brand Holy Moly wants to “own fun” with its “bold, witty and upbeat” positioning.
The latest installment in Channel 4’s ‘Mirror on the Industry’ series highlighting transgender representation reveals fear of backlash is the main blocker of progress in trans-inclusive advertising.
Mattel’s senior vice-president of Barbie and global head of dolls says she knows the “power” of the Barbie brand, something the business will be leaning on as it celebrates its 65th anniversary.
Deliveroo restructured in October as its top marketer believes “magic happens” when marketing and product are more closely aligned.
Embracing its “entertainment-first marketing” strategy, the brand takes an unconventional approach to hate comments – turning them into content.
With a partnership spanning over a decade, EE and Saatchi & Saatchi discuss trust, challenging perspectives and the power of tenure in a crisis.
The newest video streaming platform to enter the UK hopes to make its mark with a “brand-first” approach and “diversity of content”.
Aiming to accelerate the pace of “newness and innovation”, Nike says it is repositioning to become more competitive.
Halfords has doubled loyalty membership in the past year, during a “tough” period which has seen its profits fall more than 18%.
The electrical retailer is expecting “longer-term benefits” from a bigger investment in brand marketing, as it chases fame and improved consumer trust.
Despite an improving macroeconomic outlook, Weetabix does not anticipate a return to previous shopping behaviours as consumers continue trading down.
EE 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.
Ineos Automotive is spending over £17m on its first global advertising campaign to boost awareness and build its brand proposition.
As the brand begins its expansion into the US, White Stuff’s brand director reflects on its ongoing brand transformation to modernise and reach new customers.