Here is our round up of the news stories and industry articles that caught our eye during October 2023.
Nike pledges to ‘stay on the offensive’ as it increases focus on demand creation
Nike’s CFO Matthew Friend stressed the significance of “staying on the offensive” as the company seeks to take advantage of the surge in direct-to-consumer sales.
It happens at the same time as the world’s largest sportswear company reported a 13% increase in demand creation spend, which amounted to $1.1 billion (£0.9 billion) in the first quarter of its 2024 fiscal year.
Read the article in Marketing Week.
In an effort to connect with Generation Alpha, V&A builds an interactive website
The V&A’s new website Mused, which was created with 10 to 14-year-olds in mind, aims to provide young people “social currency” and the self-assurance to discuss culture on the playground.
Read the article in Design Week.
Marketing leaders share cautionary tales about what can go wrong
Tesco, Costa Coffee, and Octopus Energy marketing executives give three cautionary tales about what can go wrong in your marketing career and how to fix it.
Every marketing leader has a cautionary tale that explains the lessons they had to learn in order to reach where they are now.
Read the article in Marketing Week.
Neil Packer creates illustrations for new Shakespeare edition
Shakespeare’s plays were originally printed together in a collection in 1623, known as the originally Folio. The Folio Society has released his works in a limited-edition set of three volumes, separated into the Comedies, the Histories, and the Tragedies in accordance with the original, and including two plays that weren’t included at the time. This publication commemorates the event’s 400th anniversary.
Read the article in Creative Review.
Brewdog launches new sub-brand
The new Session IPA from the Scottish craft brewer will be included in the core lineup but will have a more “anarchic” style centred on a snarky eagle character.
Read the article in Design Week.
To encourage “repeaters,” Eurostar intensifies its focus on loyalty.
Following its merger with Thalys International last year, Eurostar is starting the next phase of its journey by introducing “the new Eurostar,” which includes a new identity, website, app, and loyalty programme.
Read the article in Marketing Week.
‘It’s in the DNA’: First Direct’s CEO on why it doesn’t have a customer experience team
Chris Pitt is an example of a marketer who has made it to the dizzy heights of CEO. The former head of marketing took on the top job at First Direct in 2020 after four years at its parent company, HSBC. The first thing he did? Ring the 34-year-old business’s first-ever CEO.
Read the article in Marketing Week.
The Design Council has launched a new study project
Design Economy: People, Places, and Economic Value was the title of a report on the economic impact of design in the UK that was released by the Design Council in 2022. This study found that the design economy employs 1.97 million people and generated £97.4 billion in Gross Value Added (GVA), or 4.9% of the UK’s overall GVA in 2019.
Read the article in Design Week.
Consumer confidence falls as UK economy stalls
According to the most recent GfK Consumer trust Barometer, consumer mood in the UK has sharply improved. In October, the British public’s trust in both their personal finances and the larger economic outlet “nose-dipped.” Following months of gradual but steady increases in confidence, the most recent data reveals a dramatic decline in each and every index.
Read the article in Marketing Week.
Viviane Sassen’s new show blurs the line between art and fashion
Renowned for her unique style that experiments with light and shadow, vivid colours, and depictions of the human form, Viviane Sassen is one of those uncommon photographers who has a genuine impact on both the commercial and art sectors.
Read the article in Creative Review.
Mastering FMCG
Rapid shifts in consumer tastes and intense rivalry are hallmarks of the fast-moving consumer goods (FMCG) business. Effective marketing tactics combined with skillfully done graphic design might mean the difference between failure and success in this ever-changing environment.
Read the article in Marketing Week.
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Jonathon Bright
Jonathon is the DWH marketing guru and handles all marketing, copywriting and social media duties. With over 25 years experience working with clients and agencies across the globe, his role is to provide all things marketing from lead generation strategies right through to writing blogs and press articles. With two Marketing degrees and a successful track record of working with sole traders, SME’s & FTSE 100 companies his full mix experience can deliver results whatever the budget.