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3 weeks ago | 
marketingweek.com | Amrit Virdi |Grace Gollasch |Helen James
Working with pregnancy charity Tommy’s, Mamas & Papas “flipped the KPIs” on its app from driving sales to building community, explains CFO Sarah Ashby. When it comes to charity partnerships and re-evaluating brand messaging to connect with its audience, baby brand Mamas & Papas is leaning into the power of having “brave conversations”.
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3 weeks ago | 
marketingweek.com | Grace Gollasch |Helen James
‘Be brave’: Paddy Power’s top marketer on being ‘data-informed’ not ‘data-led’ Michelle Spillane, managing director of marketing at Paddy Power, highlights the crucial role of data in shaping decisions but warns against relying solely on metrics. Paddy Power’s marketing boss believes marketers should be “data-informed” but not “data-led” when making decisions about their brand.
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3 weeks ago | 
marketingweek.com | Niamh Carroll |Jasper Baumann |Grace Gollasch |Helen James
There is a clear opportunity for brands to help redefine masculinity but a single campaign won’t cut it. It must come from a deeper, collective effort across everything from the stories they tell and the behaviours they normalise to the identities they promote.
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3 weeks ago | 
marketingweek.com | Jasper Baumann |Grace Gollasch |Helen James
Yahoo has appointed Josh Line as its new chief marketing officer to lead the company’s global marketing strategies, brand positioning, user acquisition and customer engagement initiatives. The web service provider has been without a CMO since October after previous CMO Tressie Lieberman left the company to become Starbucks’ new global chief brand officer. Line will report directly to Yahoo CEO Jim Lanzone.
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3 weeks ago | 
marketingweek.com | Helen James |Jasper Baumann |Grace Gollasch
I’m not a fan of hyperbole, but I think it’s pretty fair to say that in 2025, masculinity is at a cultural crossroads in the UK. The familiar archetypes are no longer fit for purpose – amplified and indeed weaponised as they have been by Andrew Tate and his manosphere copycats – and are thankfully being challenged by a modern society that increasingly demands emotional intelligence, vulnerability, and equity.
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2 months ago | 
marketingweek.com | Jasper Baumann |Grace Gollasch |Helen James
How one B2B brand is borrowing from B2C to build trust in a competitive market B2B financial services firm Payhawk is investing in brand building as it looks to drive awareness and better connect with customers on a “human” level. B2B payment platform Payhawk has grown its business using digital channels and LinkedIn, but it is now prioritising brand building as it looks to differentiate itself in a competitive market.
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2 months ago | 
marketingweek.com | Grace Gollasch |Molly Innes |Helen James
There is no catch-all answer to solving marketing’s burnout problem but there are steps leaders and companies can take to prioritise wellbeing that will better serve individuals and set businesses up for success in the long term.
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2 months ago | 
marketingweek.com | Molly Innes |Helen James
According to MMGNET and The Interline’s ‘Fashion and Technology in 2025’ report, 94% of fashion professionals believe technology will be essential or quite important to the future progress of their sector. Whether it’s generative AI and VR or body scanning and 3D modelling, technological advancements are opening up a world of opportunity for brands. With this in mind, what do fashion marketers need to know about tech as we progress through 2025?
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2 months ago | 
marketingweek.com | Jasper Baumann |Molly Innes |Ian Murray |Helen James
Airbnb has said it will invest up to $250m (£199m) in launching, scaling and marketing new businesses in 2025, as the home rentals company looks to expand its product offering. While he didn’t give specific details about what these products might be, co-founder and CEO Brian Chesky said he wants Airbnb to be “similar to Amazon”, in that it will be “one place to go for all of your traveling and living needs”.
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2 months ago | 
marketingweek.com | Helen James |Molly Innes
Valentine’s Day – a marketer’s dream or a dilemma? On the one hand, UK consumers are expected to spend £2.1bn this year on gifts, experiences, and celebrations. On the other, cultural shifts are reshaping its relevance. The reality is that traditional romantic narratives no longer resonate with everyone. Nearly half of Brits said they were indifferent to Valentine’s Day in a 2023 survey conducted by Virgin, with 13% outright hating it.
