O2’s marketing boss on why the time is right to move on from ‘Be more dog’
Sarah VizardO2 has overhauled its marketing strategy, getting rid of the popular ‘Be more dog’ campaign in favour of new ‘More for you’ messaging as it looks to reflect the growing demands of consumers who are at the forefront of changes in the mobile industry.
5 things that mattered this week
Rachel GeeWith Mondelez moving away from “interruptive ads”, Jack Wills coming under fire and Uber launching its first major outdoor ad campaign, here are some of this week’s biggest marketing stories.
Why brands must show off their expertise in store, not just focus on selling
Rachel GeePerformance Bicycle is the biggest speciality bike retailer in the US with more than 100 stores across 20 states. Yet it is looking to shake up the market with a new store concept that puts the service department front and centre of the shopping and brand experience.
Marketing’s charity ‘Sprintathon’ returns for 2024 with £1m milestone in sight
Josh StephensonSupporting The Marketing Society and Stand Up to Cancer, the charity event has raised £910k since its inception in 2016.
Household spending, brands’ use of data, AI: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Best-in-class brand building: The B2B edition
Michaela JeffersonIn the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
‘Marketing won’t change’: Top marketers on the evolving CMO role
Molly InnesCMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.
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