The campaign featuring Matt Rife has been branded “rage bait”, with people calling Elf Cosmetics “tone deaf” for using the ...

Marketing should never tell “the product team what to build, it should always be the other way around”, argues Revolut CMO ...

Charlotte is deputy managing editor and head of insight, responsible for long-form content. Aside from an interest in ...

The Swiss firm believes its lifestyle and performance positioning, coupled with product diversity, will help it become “the ...

While marketing’s fixation on market share has been criticised as potentially “dangerous”, it remains a key commercial goal for many businesses.

Mary Portas is a retail expert and founder of Portas Agency, a creative consultancy headquartered in London and Melbourne, that explores the future of shopping and living. She has advised government, ...

Bounce, Black Box Thinking, Rebel Ideas, The Greatest, and his children’s books, What Do You Think, You Are Awesome and Dare to Be You. He is a ...

Matt Thomas is a Senior Director at P&G, leading the Northern Europe Brand Function, in addition to running its Media Operations across all brands. During his career with P&G, he has worked across a ...

Les Binet is a global authority on marketing effectiveness. For nearly 40 years, he has pioneered research into how marketing works, how to make it work better, and how to measure it. His books and ...

Nuance may be needed when measuring the effectiveness of creativity, but adopting a “show not tell approach” is putting B2B ...

Brands like Liquid Death have been deliberately divisive in order to succeed, but decades of research on buyer behaviour ...

The mattress company pivoted its strategy to become more personalised to fend off the threat of the DTC bed-in-a-box mattress ...