Amrit Virdi

London, Nottingham

Reporter at Marketing Week

Freelance Writer at Clash

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Articles

How nano influencers are helping brands drive ‘cult fandom’

1 week ago | marketingweek.com | Amrit Virdi

Source: ShutterstockHaving creators with followings the size of Kim Kardashian’s doesn’t guarantee a successful influencer strategy. While the followings of nano and micro influencers may be smaller, the loyalty of their fanbases is driving success for brands such as IBM and Elemis. Businesses are increasingly realising creators are beneficial at every stage of the funnel, says co-CEO of influencer marketing agency Whalar, Emma Harman.
Sky, Channel 4 and ITV partner on premium video ad marketplace

1 week ago | marketingweek.com | Amrit Virdi

Launching next year, the marketplace will allow SMEs to access inventory across all three broadcasters. By Amrit Virdi 17 Jun 2025 12:01 am Source: ShutterstockSky, Channel 4 and ITV are aiming to make premium broadcast inventory more accessible for smaller businesses through a self-serve TV advertising marketplace.
Levi’s on its evolving approach to consumers at the ‘centre of culture’

2 weeks ago | marketingweek.com | Amrit Virdi

Levi Strauss & Co is bridging the physical and digital retail experiences through cultural relevance and customer centricity. By Amrit Virdi 12 Jun 2025 2:59 pm As the retail landscape evolves to embrace social commerce, brands need to be ready to tap into the opportunities it brings. Levi Strauss & Co is one brand putting “experience” at the heart of its approach to consumers, whether that’s physical or digital.
Starling Bank brand lead Rachel Kerrone departs

2 weeks ago | marketingweek.com | Amrit Virdi

Kerrone is looking to “pursue a new challenge” after leaving the bank following seven and a half years as brand and marketing director. By Amrit Virdi 12 Jun 2025 7:00 am Starling Bank brand and marketing director Rachel Kerrone is departing the business after seven and a half years. Kerrone is taking the summer out to spend time with family before “pursuing a new challenge”.
Former Asos top marketer joins Ocado as chief customer officer

2 weeks ago | marketingweek.com | Amrit Virdi

Dan Elton, previously executive vice-president of customer at Asos, joins Ocado Retail after departing the fashion giant in April. By Amrit Virdi 9 Jun 2025 11:28 am Ocado Retail has appointed Dan Elton as its new chief customer officer, starting today, following the marketer’s departure from Asos in April.
Vanquis on doubling down as ‘the bank that’s got your back’

2 weeks ago | marketingweek.com | Amrit Virdi

The bank hopes campaign and use of social media, new sponsorships and a digital transformation will help it reach 12 million “financially underserved” customers. By Amrit Virdi 9 Jun 2025 12:01 am Vanquis, which offers financial services to those that struggle to get credit, has relaunched with a new strapline and supporting campaign that plays up its purpose to put “care” at the centre of retail banking.
Dr Martens shifts focus with new brand strategy to return to growth

3 weeks ago | marketingweek.com | Amrit Virdi

As it looks to move away from being a boots-driven brand, Dr Martens has announced a growth strategy which will see a new wave of customer-centric marketing. By Amrit Virdi 5 Jun 2025 3:11 pm Dr Martens is shifting from a “channel first strategy” to a “consumer first strategy” as it accepts it has over relied on DTC channels at the expense of finding new customers.
Monzo ups marketing spend by 77% as revenue exceeds £1bn

3 weeks ago | marketingweek.com | Amrit Virdi

As its revenues exceed £1bn for the first time, Monzo credits its expanded marketing efforts for helping to drive growth. By Amrit Virdi 2 Jun 2025 2:21 pm Monzo upped its marketing spend by 77% to £97.4m during its 2025 financial year, a move the bank credits with driving brand awareness. The company exceeded £1bn in revenue for the first time, up 48% on last year, with its adjusted profit before tax rising eight times to £113.9m.
Currys on its ‘always on’ approach to accessibility

1 month ago | marketingweek.com | Amrit Virdi

‘Lean forward, be brave and be relentless’ is the advice from Currys, as the retailer launches its winning Channel 4 Diversity in Advertising campaign. By Amrit Virdi 29 May 2025 8:00 am Winner of Channel 4’s £1m Diversity in Advertising Award in 2024, Currys wants to rip up the rulebook with its accessibility-focused campaign.
How IBM is looking to ‘enter the B2C conversation’ through influencers

1 month ago | marketingweek.com | Amrit Virdi

B2B tech giant IBM is making use of influencers to unlock new audiences while also advocating for its own employees to promote the brand. By Amrit Virdi 27 May 2025 6:29 am As Marketing Week previously reported in the last instalment of ‘Influencers Explored’, B2B brands are becoming braver when it comes to introducing influencers to the marketing mix.