‘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.
Abercrombie & Fitch credits brand portfolio ‘strength’ for driving record quarter
Matthew ValentineFresh from appointing former Mars CMO Andrew Clarke to its board, the fashion retailer claims its “strong” brand portfolio has contributed to record sales.
Lego hails record profits as partnership strategy expands
Amrit VirdiClaiming to have “significantly outpaced” the wider toy industry, Lego is ramping up its partnerships with the likes of Fortnite and Nike in a bid to reach more consumers.
Broadband firm Airband on moving away from ‘me too’ messaging to an ‘ownable’ voice
Josh StephensonRather than focus on price and product in its marketing communications, rural broadband provider Airband is repositioning by leaning on its distinctive traits.
‘Evolving in the right way’: Inside Sports Direct’s restructured marketing team and updated strategy
Molly InnesFrasers Group is not replacing the CMO role after Beckie Stanion left in February. Instead, Ger Wright, managing director for sport at Frasers Group, is now responsible for marketing alongside chief customer officer David Clark.
McDonald’s experiments with retail formats in £1bn rollout
Matthew ValentineSmaller format stores and ‘Drive to’ outlets are part of the fast food giant’s plan to extend its UK footprint, as the business attempts to bounce back from its first sales drop since 2020.
Why World Rugby is launching its Women’s World Cup campaign a year from kick off
Molly InnesWorld Rugby CMO James Rothwell says launching the big budget campaign early will help the sport “break through the ceiling”.
How Hilltop plans to create a buzz in the ‘commoditised’ honey category
Grace GollaschHilltop hopes to “drive appraisal” in a category with flat penetration and deflationary prices, says the brand’s new marketing director.
‘We were feeling beige’: Suzuki on its plan to ‘outsmart’ the competition
Grace GollaschLooking to “outsmart” rather than outspend its rivals, Suzuki believes its ‘Good Different’ platform has given the car marque a “unique” identity.
Starbucks appoints former Pizza Hut CMO as CEO amid sales slip
Molly InnesStarbucks has appointed former Pizza Hut and Taco Bell CMO Brian Niccol as its new CEO, as the coffee chain looks to turn around ailing sales.
Building trust and setting limitations: Marketing sustainability beyond product
Sophie TolhurstIn the latest feature in our new series exploring marketing’s role in driving sustainability, we explore the benefits of looking beyond product to the other 4Ps.
‘Not your normal sponsorship’: Who Gives A Crap on getting into sports sponsorship
Molly InnesThe purpose-led toilet roll brand is dipping into sports sponsorship with Lewes Football Club – the self-dubbed Equality FC – for a two-year sponsorship deal.
‘More beauty than bin liners’: Andrex on redesigning to reframe as a skincare brand
Niamh CarrollToilet roll category leader Andrex has unveiled its biggest redesign in more than a decade. The visual identity is designed to position the brand as being a skincare or personal care brand, thus driving value for the category.
‘Just selling on the logo’: Under Armour counts on marketing hire to ‘clean up’ messaging
Molly InnesFormer Adidas marketing boss Eric Liedtke will lead brand strategy, as CEO Kevin Plank claims the business lacked the “strength of leadership” to succeed.
Want a brand fit for the future? Understand its past
Mark RitsonUnderstanding your brand’s history and heritage is essential to successful brand management. Take your cue from your Latin marketing peers and respect the past in order to build for the future.
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