Saga believes its commitment to retain and value age diverse talent will help the business thrive amid the ‘Great Retirement’.
By Molly Innes
Saga believes its age diverse workforce will help the business in its ambition to become a ‘superbrand’.
Having laid the foundations for growth through increased investment in marketing and insight, Saga is on a mission to become a ‘superbrand’ for older consumers.
Saga is betting big on its shift away from short-term sales to long-term brand building, as it looks to drive consideration amongst experience hungry over-50s.
With its new cruise ship ready to set sail in June, Saga is hoping to defy the Brexit gloom with a confident campaign focused on the positive impact holidaymakers leave behind on their travels as it looks to transition to a member-led organisation.
Supporting The Marketing Society and Stand Up to Cancer, the charity event has raised £910k since its inception in 2016.
We arm you with all the numbers you need to tackle the week ahead.
In 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.
CMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.