Future Marketing Leaders 2023: Nerissa Abrahams, Giffgaff
Marketing Week ReportersMarketing Week is proud to name Giffgaff’s Nerissa Abrahams as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
How to enhance customer loyalty through personalised experiences
Marketing Week PartnerThe hospitality industry thrives on providing customers with experiences designed around their preferences.
Why one healthcare company is looking to the lifestyle category to grow its brands
Josh StephensonSanofi Consumer Healthcare’s top marketer embarked upon what he dubbed the Crazy Elevate Creativity scheme in order to build brand love for its brands similar to that which Nike and Lego enjoy.
How Tesco reached 42 million people on TikTok
Marketing Week ReportersSome 3,000 entries were submitted via TikTok to become the voice of Tesco’s checkout, helping the supermarket deliver a 7% uplift in Clubcard use.
How Currys’ marketers made the case for brand building
Chris SutcliffeCurrys’ rebrand has reached its two-year anniversary, helping kickstart a marketing transition that has seen its marketers better able to make the case for brand investment.
How Aldi reached millions to achieve social media fame
Marketing Week ReportersFrom a spat with M&S over its Cuthbert cake to launching clothing on TikTok, Aldi notched up almost 2 billion impressions during its three-year social push.
Inside Asos’s plan to ‘rebuild’ its brand affinity and marketing team
Molly InnesAsos’s top marketer on how he got the Asos board to buy-in to a £30m brand investment, how he is rebuilding the business’s marketing team and why marketing is well placed to get Asos back on track.
How embracing marketing bolstered the fortunes of a heritage law firm
Josh StephensonAddleshaw Goddard didn’t see the value in marketing for nearly 250 years – that was until a new team convinced senior leadership on the power of brand building and creativity to secure results.
How ITV drove a 129% streaming subscription uplift
Marketing Week ReportersWhile the wider sector faltered following a post-Covid viewership crunch, ITV dug deep to invest £165m in the launch of streaming service ITVX.
How the Bee Gees and five hedgehogs made UK roads the safest in Europe
Josh StephensonA departure from the doom-and-gloom public safety adverts of the time, the COI’s road safety hedgehogs were a friendlier alternative that boosted awareness of the green cross code among children by 87% and helped improve road safety across the UK.
Superdrug on ‘shaking up’ the health and beauty loyalty market
Josh StephensonSuperdrug’s Matt Walburn on why its VIP Rewards scheme will entice customers to use its app and why the brand prefers digital channels for marcomms.
How a tie-up with Absolut helped Heinz turbocharge sales by 50%
Marketing Week ReportersA sellout collaboration with vodka brand Absolut saw pasta sauce overtake ketchup as Heinz’s top selling product.
Boots CMO Pete Markey on ‘bottling the magic’ to turn a brand around
Josh StephensonMarketing Week’s Marketer of the Year on why he wasn’t overawed by the challenge of revamping Boots, key lessons from his career in marketing and his Take That moment.
‘Pretty shocking’: What’s happening with junior marketer salaries?
Molly InnesSalaries at the junior end of the spectrum have increased, suggest marketing recruiters, however 2023’s uncertain job market, off the back of a strong 2022, has caused big problems for job-seeking marketers.
Launching Gen Z cult brands to new markets – how to get it right
Tom StoneWhen launching established, cult brands in new markets, the importance of cultural insights and behavioural nuances – especially on social – has never been more important.