Polaroid unveils new identity to bring more clarity to brand
Ellen HammettPolaroid hopes the refreshed look will reclaim the colour spectrum as uniquely Polaroid and help create a more unified brand.
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Diageo’s CMO Syl Saller to retire after 35-year career in marketing
Ellen HammettSaller has held Diageo’s top marketing job for seven years and was recently awarded a CBE in The Queen’s 2020 Honours list for services to business and equality.
‘Accidental’ stockpilers driving shelf shortages
Ellen HammettIn spite of all the photos circulating online of people bulk buying toilet roll and pasta, there is empirical evidence to suggest most people are not stockpiling.
3 questions I wish I’d asked as a junior marketer: Eve Sleep’s Cheryl Calverley
Ellen HammettCheryl Calverley feels lucky to have “grown up” in Unilever and Birds Eye, but it wasn’t until she left FMCG that she realised she was talking in Chinese while everyone else was speaking Dutch.
Next: Coronavirus will give us ‘breathing space’ to accelerate long-term growth
Ellen HammettNext believes it could weather a loss of more than £1bn, or 25%, in annual full price sales caused by Covid-19 and that the business must embrace change despite the crisis.
‘Feed the nation’: Morrisons changes core purpose in response to coronavirus
Ellen HammettMorrisons is introducing new ways of delivering groceries to customers, including a range of simple-to-order food parcels, more delivery slots and using 100 extra stores to pick up shopping.
The Marketing Academy raises more than £30k for Comic Relief
Ellen HammettAfter an eight-week training programme, eight marketers put on a completely improvised comedy show to raise funds for the charity.
John Lewis aims to show it is ‘in tune with modern living’ in first spring TV campaign
Ellen HammettThe first time the retailer has run product-focused TV adverts outside of Christmas and clearance, the spring campaign will feature more than 200 products, 60% of which are own brand.
Beach bodies, boobs, girl bosses: Have brands got to grips with how to portray women in ads?
Ellen HammettAs brands rush to talk about ’empowering women’ on International Women’s Day, do Britons feel women are represented better in advertising now than five years ago?
John Lewis puts Never Knowingly Undersold price promise under review
Ellen HammettThe parent company of John Lewis and Waitrose has reported its third consecutive year of profit decline and new chairman Sharon White is thinking about how to modernise the retailer’s long-standing price promise.
Intersport’s mission to become a global destination for local sport
Ellen HammettWhile mainstream sports such as football, basketball and tennis continue to attract the most attention, Intersport hopes a focus on local sports and communities will give it an “edge to stay relevant” in a competitive sports retail environment.
Consumer confidence rises for third consecutive month
Ellen HammettGfK’s consumer confidence index has not recorded a sequence of three improving monthly scores in a row since 2014, but the coronavirus outbreak provides a “new note of uncertainty” that could quickly change that.
Pernod Ricard using flavoured gins to ‘recruit’ people into wider category
Ellen HammettPeople that have been exposed to Beefeater Pink are much more favourably disposed to the core product, says the drinks giant.
Digital media 2020: What marketers should know in a privacy-first era
Ellen HammettThe move towards a cookie-less internet and the threat of tighter regulation means marketers need to urgently rethink how they target people online.
How Toyota AYGO found its personality and a younger audience
Ellen HammettForgoing the traditional hero spot in favour of a hyper-personalised approach not only helped Toyota significantly increase purchase consideration, but also deliver record sales in a declining minicar segment.