Rather than connecting people, social media is alienating many, says Snapchat CMO Colleen DeCourcy. Therefore, the platform is attempting to set itself apart from others in the sector and position itself as “the antidote” to these problems.
The cyber security business, which owns brands including Norton and Avast, had marketing involved from the start in its latest product launch, an example of its customer-centricity, says marketing lead Krista Todd.
After the refresh of its entire proposition in October, EE is leveraging its stock of data to grow revenue around gaming audiences.
Deborah Honig has held strategy and transformation roles at brands including Marks & Spencer, Amazon, Diageo and Nike.
The telecoms giant decided to take its support for those facing data poverty up a level with the release of a Christmas card gifting 7GB of free data.
The ad was first broadcast in 1992 and is being brought back by Yell across paid social and streaming. The relaunch by the brand makes it the latest to return to an old distinctive asset or campaign.
As generative AI continues to gain pace, there has been much call for further regulation, which is expected to be introduced in 2024.
Taking the risk to pursue a purpose message over the festive period paid off for O2, which leapfrogged EE to grow total market consideration.
Being able to demonstrate the revenue-generating potential of any proposed spend is essential to convincing key stakeholders to invest in marketing, says Pinterest’s Grace MacDonald.
The social platform’s global marketing lead emphasises the need for a balanced approach, particularly in times of economic uncertainty, and the importance of backing up success with evidence.
Three’s marketing director admits brand awareness is a “slow shift” as it continues to try and broaden its appeal beyond younger consumers.
The value of some types of qualitative research have come into question over the years but in a sea of quantitative data, Google’s Yonca Dervisoglu urges marketers not to overlook its importance.
Vodafone’s youth focused brand has launched a campaign aimed squarely at Gen Z, shifting its focus away from millennials as it looks to better reflect today’s young consumers.
EE is now the flagship consumer brand for the BT Group, something which provided the impetus for it to go on a “journey” with the aim of redefining itself to consumers.
Sky Protect is the latest push from Sky into a new market, this time home insurance. Its top marketers talk about where its confidence in disruption comes from.