‘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.
Despite 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.
Fresh from appointing former Mars CMO Andrew Clarke to its board, the fashion retailer claims its “strong” brand portfolio has contributed to record sales.
Claiming 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.
Rather than focus on price and product in its marketing communications, rural broadband provider Airband is repositioning by leaning on its distinctive traits.
Frasers 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.
Smaller 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.
World Rugby CMO James Rothwell says launching the big budget campaign early will help the sport “break through the ceiling”.
Hilltop hopes to “drive appraisal” in a category with flat penetration and deflationary prices, says the brand’s new marketing director.
Looking to “outsmart” rather than outspend its rivals, Suzuki believes its ‘Good Different’ platform has given the car marque a “unique” identity.
Starbucks 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.
In 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.
The 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.
Toilet 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.
Former Adidas marketing boss Eric Liedtke will lead brand strategy, as CEO Kevin Plank claims the business lacked the “strength of leadership” to succeed.
Understanding 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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