Tesco and Morrisons are distancing themselves from more big TV ad campaigns, instead talking up improving the in-store experience as the best way to rebuild their faltering brands.Read more
Whether you’re a challenger brand or facing a cynical British public, truthful messaging should always be at the heart of your customer communications, according to marketers from Macmillan, TSB and EDF.Read more
Budgetary constraints and the speed of change can make it difficult for many sectors to offer training on running multichannel campaigns. Marketers often need to design their own training using specialist information sources and learning on the job.Read more
Morrisons will continue to focus on improving the in-store shopping experience rather than investing in pricey above the line campaigns according to the supermarket’s chief executive David Potts.Read more
Waitrose claims its personalised discount scheme ‘Pick Your Own’ is helping it “steal” customers from the big four supermarkets and preventing Waitrose customers from going to Aldi and Lidl, as its like-for-like sales fell 1.3% for the half year ending 1 August.Read more
Tesco’s new CMO Michelle McEttrick says her key insight to marketing is “You can’t advertise your way out of problems you’ve behaved your way into” and that the supermarket giant is adopting a back to basics approach to rebuild its brand.Read more
Lidl hopes its new yearly partnership with Mumsnet will help build trust in the brand as it looks to boost its quality credentials and be seen as a destination supermarket, not just a discounter .Read more
As the debate on combining creativity and programmatic rages on, British marketers are expected to triple their spending on digital display advertising in 2015, with programmatic accounting for more than half of that, according to new research by eMarketer.Read more
John Lewis’s ‘Monty the penguin’ Christmas ad took all the plaudits last year but in 2015 brands will need to take an integrated approach and choose the right mix of tactics, as well as preparing for the sales peaks of Black Friday and Cyber Monday.Read more
As Marks and Spencer launches the brand new ‘The Art of’ campaign today (September 2nd) to promote its fashion credentials across men’s, women’s and children’s clothing, its executive director of marketing Patrick Bousquet-Chavanne says brand momentum is now at a “seven-year high” and that it is...Read more
