Why embracing purpose helped O2 boost campaign ROI
Marketing Week ReportersThe 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.
Unilever ‘surprised and disappointed’ by CMA greenwashing investigation
Molly InnesThe CMA is investigating Unilever’s green credentials over claims it is misleading consumers.
‘The penny has dropped’: Is purpose having a crisis of confidence?
Michaela JeffersonA few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?
Environmental messages do not impact ad effectiveness, data finds
Chris SutcliffeResearch from broadcaster ITV and effectiveness measurement platform System1 reveal significant headroom for environmentally-focused advertising.
How O2 overtook rivals with thanks to a festive purpose push
Marketing Week ReportersTaking the risk to pursue a purpose message over the festive period paid off for O2, which leapfrogged EE to grow total market consideration.
How consistency helped Bumble diversify
Chris SutcliffeBumble’s VP EMEA and APAC marketing Naomi Walkland explains how the female-first dating app kept the brand focused on its core proposition even as it diversified into new products and territories.
How England Rugby is investing in marketing to grow the girls’ game
Molly InnesEngland Rugby has launched a long-term brand platform in the hopes of doubling participation in rugby union for girls aged nine to 18.
‘We’re not giving up brand equity’: The inside story of Nationwide’s rebrand
Chris SutcliffeThe world’s largest building society is undertaking its biggest rebrand in almost 40 years. Here’s why 2023 was the moment to do so.
Primark chief customer officer: Greenwashing regulation could act as ‘deterrent’ on sustainability
Niamh CarrollBig brands need to be vocal about the work they do on sustainability, even if there are challenges, in order to encourage progress across the industry, says Primark chief customer officer Michelle McEttrick.
Pinterest ups focus on brand as is looks to drive user growth and retention
Chris SutcliffeThe interest-led social network is looking to experiential, social and partnerships to reinvigorate its audience.
Absolut and Durex among brands shortlisted for Channel 4’s diversity award
Chris SutcliffeThe broadcaster has shortlisted six brands to win the £1m Diversity in Advertising Award for 2023.
The rise of ‘greenhushing’: Why are brands going silent about their sustainability efforts?
Josh StephensonGreenhushing is seeing more brands going dark on their sustainability measures. This isn’t just a moral complication – but a financial one too.
Four key elements characterise a successful approach to ’cause-infused’ marketing
Helen JamesWhen purpose is done right it has the potential to be an absolute winner – Mattel and Orange are two examples of how from this summer. But what precisely does ‘done right’ mean?
Trinny London CMO on building a beauty brand from scratch
Molly InnesThe brand, launched in 2017 by Trinny Woodall, has focused on community to power its rise, says CMO Shira Feuer.