Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ...

The FMCG giant is looking at “new category opportunities” as it looks to regain market share and tackle the threat of private ...

While belonging to a sector that is always striving to be taken more seriously, marketers can still face a big credibility ...

From Elon Musk sacking Tesla’s 40-strong marketing team to McDonald’s underlining the power of stillness, it’s been a busy ...

Morrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its ...

I met with some media agency strategy directors to discuss their supermarket client. During our discussion, they continuously ...

You probably couldn’t name a tougher challenge than entering into a declining category in the middle of an economic downturn ...

From positivity and clarity to the need for humility, speaking to a number of top marketing leaders has revealed five common ...

People’s view of their personal finances improves in April but hides a general flatness to consumer confidence that is taken ...

Sainsbury’s reported higher than expected profit growth and increased optimism for its Nectar loyalty proposition, which it ...

Wise has driven much of its growth to date through word of mouth, but having evolved its proposition, the international ...

Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability ...